Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275972 
Year of Publication: 
2018
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 35 [Issue:] 2 [Year:] 2018 [Pages:] 66-72
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Digital brand management demands anticipatory awareness for the origin of brand meanings. As opinion leaders acquire psychological brand ownership to construct self-identities, they inevitable influence a brand's public perception. An exploration of the brands Birkenstock and New Balance demonstrates the disruptive capacity of today's opinion leaders.
Document Type: 
Article

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