The external factors that currently have a greater impact on the evolutionary dynamics of the brand system can be traced back to the digital revolution, with the exponential spread of social media and user-generated content. The main forces at play in the new hybrid and networked world are hyper-connectivity, openness and artificial intelligence. In this new context, what is happening to the brand? To answer this question, we propose some reflections on the main brand-changing phenomena concerning conceptual dimensions of the brand system.
What is happening to the brand? / Vernuccio, Maria. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - :4(2018), pp. 7-13.
|Titolo:||What is happening to the brand?|
VERNUCCIO, Maria (Corresponding author)
|Data di pubblicazione:||2018|
|Citazione:||What is happening to the brand? / Vernuccio, Maria. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - :4(2018), pp. 7-13.|
|Appartiene alla tipologia:||01a Articolo in rivista|