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ArticleWill social media kill branding?

Chiranjeev S. Kohli2014

Article2014

Will social media kill branding?

Chiranjeev S. Kohli · Rajneesh Suri · Anuj Pal Kapoor

188 citations·0/0 files stored·Business Horizons

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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References

2011Social media? Get serious! Understanding the functional building blocks of social media 1991Managing Brand Equity 2007The long tail: why the future of business is selling less of more 2008The Long Tail: Why the Future of Business Is Selling Less of More.2012Emotional Branding Pays Off 2013Are You in Good Hands?

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Details

Year2014

Typearticle

Published2014-10-02

VenueBusiness Horizons

ISSN-L0007-6813

Languageen

Citations188

Files0 public / 0

ShelfDigital Marketing and Social Media

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doi10.1016/j.bushor.2014.08.004

openalex_workW2040243733

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2022Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position