Terry Beckman

Athabasca University

Edmonton, Alberta T6H 2H2

United States

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Helping Those Who Help Us: Co-Branded and Co-Created Twitter Promotion in CSR Partnerships

Journal of Brand Management, Vol. 24, Issue 4, 2017
Number of pages: 12 Posted: 02 Jun 2018
Western Sydney University - School of Business, Western Sydney University - School of Business, University of Lethbridge - Faculty of Management, The University of Lethbridge and Athabasca University
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Abstract:

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Co-created communication, Brands, Corporate social responsibility, Reciprocity, Coopetition, Twitter