The brandjacks

Quentin Langley

Chapter Chapter 4 in Brandjack, 2014, pp 27-297 from Palgrave Macmillan

Abstract: Abstract To be classified as a brandjack, something needs to be both a crisis. and, specifically, one that plays out significantly in digital media. Some begin in digital media, such as Twitter impersonations. Some, like the fake sign in a McDonald’s window (see CS 70), are then circulated in social media and largely ignored in mainstream media. But the key combination is crisis and digital.

Keywords: Social Medium; Augmented Reality; African Union; Twitter Account; Luxury Brand (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-37536-0_5

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137375360

DOI: 10.1057/9781137375360_5

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().