A Brand Community develops through an affinity towards a brand or product, and the central element is a strong sense of membership. It often arises spontaneously, but organisations can try to actively manage it. What role does the brand ambassador play in this? The specific cases of WeRoad and ScuolaZoo.
Una Brand Community si sviluppa grazie all'affinità verso un marchio o un prodotto, e l'elemento centrale è un forte senso di appartenenza. Spesso nasce spontaneamente, ma le aziende possono cercare di gestirla attivamente. Che ruolo ha in tal senso il brand ambassador? I casi specifici di WeRoad e ScuolaZoo.
Il ruolo del brand ambassador nel community management: i casi ScuolaZoo e WeRoad
LUCIANI, PAOLO
2022/2023
Abstract
A Brand Community develops through an affinity towards a brand or product, and the central element is a strong sense of membership. It often arises spontaneously, but organisations can try to actively manage it. What role does the brand ambassador play in this? The specific cases of WeRoad and ScuolaZoo.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/60825