Does the Social Media Power of a Brand Alliance Partner Impact New Product Success? The Case of Movie Stars
Knapp Ann-Kristin, Pähler_vor_der_Holte Nora, Hennig-Thurau Thorsten
Research article in edited proceedings (conference) | Peer reviewedDetails about the publication
Editors: American Marketing Association
Title of series: Proceedings of the 2016 AMA Winter Marketing Educator's Conference
Volume of series: 27
Status: Published
Release year: 2016
Language in which the publication is written: English
Conference: 2016 AMA Winter Marketing Educator's Conference, Las Vegas, USA
Authors from the University of Münster
| Hennig-Thurau, Thorsten |
Distinctions received for the publication
| Best Paper Award of the Branding and Brand Management Track at the AMA Winter Marketing Educators' Conference Awarded by: American Marketing Association Award given to: Knapp, Ann-Kristin; Pähler vor der Holte, Nora; Hennig-Thurau, Thorsten Date of awarding: 01/01/2016 Type of distinction: Best publication award |