Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, perso

This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteris

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical applicati

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely co