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 journal › Article › Research › peer-review

57 Citations (Scopus)

Original language	English
Pages (from-to)	101 - 111
Number of pages	11
Journal	Journal of Advertising Research
Volume	51
Issue number	1 Supplement
DOIs	https://doi.org/10.2501/JAR-51-1-101-111
Publication status	Published - 2011

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AU - Christodoulides, George

AU - Jevons, Colin

AU - Blackshaw, Pete

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