595 Commonwealth Avenue
Boston, MA 02215
United States
Boston University
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brands, branding, marketing metrics, marketing productivity, return on investment, marketing and finance, return on brand building investments
Brans, Brand Relationships, Customer Relationship Management, Consumer Behavior
marketing, branding, open source branding, consumer engagement
marketing, consumer, branding, consumer brand relationship
Branding, Shareholder Value, Firm Risk, Brand Management, Marketing-Finance
self-presentation, bragging, brand mentions, social media, electronic word-of-mouth(eWOM), impression management, self-promotion
Advertising, Consumer-generated advertising, Consumer engagement
word-of-mouth, co-creation, social media, consumer generated advertising, engagement
Brands, Brand Relationships, Consumer Behavior, Customer Relationship Management
Electronic Word-of-Mouth (eWOM), Word-of-Mouth (WOM), Rhetorical Methods, Social Media, Online Forum, Community