"Müller, Marie" - Selaus tekijän mukaan Julkaisut
-
Digital Brand Management: A Company and Consumer Perspective
Bäck, Lotta; Ingman, Edward; Lalwani, Dilip; Müller, Marie; Sørensen-Behm, Caroline; Rosenbröijer, Carl-Johan (Yrkeshögskolan Arcada, 2018)The branding of a business is increasingly done through digital channels, mainly social media. In this paper, Digital Brand Management is explored from a company and consumer perspective and analyzed based on five case ...