Strengthening the global brand profile of Siemens Home Appliances through social media: The challenge of being consistent and flexible at the same time

Kilian, C., & Jentschke, M. (2017). Strengthening the global brand profile of Siemens Home Appliances through social media: The challenge of being consistent and flexible at the same time. In Brand Evolution (pp. 503–516). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-15816-3_27