Special Identity-Based Brand Management Use Cases

Christoph Burmann (), Nicola-Maria Riley (), Tilo Halaszovich (), Michael Schade (), Kristina Klein () and Rico Piehler ()
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Christoph Burmann: University of Bremen
Nicola-Maria Riley: University of Bremen
Tilo Halaszovich: Jacobs University
Michael Schade: University of Bremen
Kristina Klein: University of Bremen
Rico Piehler: Macquarie University

Chapter Chapter 5 in Identity-Based Brand Management, 2023, pp 231-310 from Springer

Abstract: Zusammenfassung In the fifth chapter, special use cases of identity-based brand management are discussed. It explains in detail international identity-based brand management as well as identity-based brand management in retail, online and social media and on digital platforms.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40189-4_5

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DOI: 10.1007/978-3-658-40189-4_5

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