Value co-creation between the "inside" and the "outside" of a company : insights from a brand community failure

von Gambetti, Rossella C.
Veröffentlicht in Marketing theory (2015)

Grounding consumer-brand engagement : a field-driven conceptualisation

von Graffigna, Guendalina
Veröffentlicht in International journal of market research (2015)

The concept of engagement : a systematic analysis of the ongoing marketing debate

von Gambetti, Rossella C.
Veröffentlicht in International journal of market research (2010)

Getting insight or getting lost? : an integrated mixed-method approach to social media discourse and its impact on marketing decision-making

von Graffigna, Guendalina
Veröffentlicht in International journal of internet marketing and advertising (2015)

Knowing, learning and acting in health care organizations and services : challenges and opportunities for qualitative research

von Bosio, Claudio
Veröffentlicht in Qualitative research in organizations and management (2012)

Online exchanges among cancer patients and caregivers : constructing and sharing health knowledge about time

von Graffigna, Guendalina
Veröffentlicht in Qualitative research in organizations and management (2012)

An ecological definition of ambient communication : a discursive conceptualization

von Biraghi, Silvia
Veröffentlicht in Journal of marketing communications (2015)

The grounded theory approach to consumer-brand engagement : the practitioner's standpoint

von Gambetti, Rossella C.
Veröffentlicht in International journal of market research (2012)

Patient engagement : a consumer-centered model to innovate healthcare

Veröffentlicht 2015

Brand wars : consumer-brand engagement beyond client-agency fights

von Gambetti, Rossella
Veröffentlicht in Journal of strategic marketing (2016)