Differences between TripAdvisor and Booking.com in branding co-creation
Journal of Business Research(2021)
摘要
•Brand creation shift from a firm-centric and top-down approach to online social sharing.•Brand managers need to consider online users as active co-creators of brand image.•Users expressed similar brand personality traits in commercial and non-commercial platforms.•Different online platforms can project distinctive brand images.
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关键词
Brand image co-creation,TripAdvisor,Booking,Hotel,Electronic word-of-mouth
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