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

Cite as

Knapp, A.-K., Pähler_vor_der_Holte, N., & Hennig-Thurau, T. (2016). Does the Social Media Power of a Brand Alliance Partner Impact New Product Success? The Case of Movie Stars. In Proceedings of the 2016 AMA Winter Marketing Educator's Conference, Las Vegas, USA.

Details

Publication type
Research article in proceedings (conference)

Peer reviewed
Yes

Publication status
Published

Year
2016

Conference
2016 AMA Winter Marketing Educator's Conference

Venue
Las Vegas, USA

Editor
American Marketing Association

Volume
27

Title of series
Proceedings of the 2016 AMA Winter Marketing Educator's Conference

Language
English