CDTM de Paris
Centre de ressources sur le commerce équitable
Expanding the Boundaries of Brand Communities : The Case of Fairtrade Towns
| Titre | Expanding the Boundaries of Brand Communities : The Case of Fairtrade Towns |
|---|---|
| Titre traduit | Repousser les frontières des communautés de marque : Le cas des villes équitables |
| Lien hypertexte | Site de researchgate.net |
| Titre du périodique | European Journal of Marketing |
| Date | 2017 |
| Pagination ou Durée d'écoute | 36 p. |
| Notes | Article scientifique |
| Résumé | "This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns." |
