The voice of the consumer speaks forcefully in brand identity: User-generated content forces smart marketers to listen

George Christodoulides, Colin Jevons, Pete Blackshaw

Research output: Contribution to journalArticleResearchpeer-review

47 Citations (Scopus)
Original languageEnglish
Pages (from-to)101 - 111
Number of pages11
JournalJournal of Advertising Research
Issue number1 Supplement
Publication statusPublished - 2011

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