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Showing all Resources, Excluding Opac and Electronic and Premium resources

The challenge of skill development through “experiencing” integrated marketing communications

Author:Christina O'Connor and Gillian Moran
Publisher:Higher Education, Skills and Work-Based Learning,
Abstract: Purpose Integrated marketing communications (IMC) is possibly “the richest and most accessible se…

Do not settle for simple assessment: the effects of marketing metric uses on market-sensing capability

Author:Xiaoning Liang, Johanna Frösén and Yuhui Gao
Publisher:European Journal of Marketing,
Abstract: Purpose Despite the availability of many metrics and tools for marketing performance measurement,…

Femvertising social marketing: a focus on perceived authenticity and perceived congruence of the advertising and consumers' attitudes toward female p…

Author:Eiman Medhat Negm
Publisher:Journal of Humanities and Applied Social Sciences,
Abstract: Purpose This research studies femvertising social marketing impact on their perceived congruence …

“We want your soul”: re-imagining marketing education through the arts

Author:Teresa Heath and Caroline Tynan
Publisher:European Journal of Marketing,
Abstract: Purpose The purpose of this study is to examine the potential of integrating material from the ar…

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

Author:Kaluarachchi Chamodi Sandunima and Nisha Jayasuriya
Publisher:South Asian Journal of Marketing,
Abstract: Purpose This study aims to investigate the relative impact of firm-created (FC) and user-generate…

“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media

Author:Ulla-Maija Sutinen, Roosa Luukkonen and Elina Närvänen
Publisher:Young Consumers,
Abstract: Purpose This study aims to examine adolescents’ social media environment connected to unhealthy f…

Sustainable marketing activities, event image, perceived value and tourists’ behavioral intentions in the sports tourism

Author:Junfeng Wang and Vera Butkouskaya
Publisher:Journal of Economics, Finance and Administrative Science,
Abstract: Purpose This study constructs the influence mechanism model of sustainable marketing activities (…

Impact of faith on food marketing and consumer behaviour: a review

Author:Savino Santovito, Raffaele Campo, Pierfelice Rosato and Long Dai Khuc
Publisher:British Food Journal,
Abstract: Purpose The aim of this manuscript is to study the current scientific literature on food marketin…

A content-based metric for social media influencer marketing

Author:Sue-Ting Chang and Jia-Jhou Wu
Publisher:Industrial Management & Data Systems,
Abstract: Purpose The study aims to propose an instrument for measuring product-centeredness (i.e. the exte…

The role of social marketing in promoting quality of life through the lens of sustainable consumption

Author:Lorna Christie and Marike Venter De Villiers
Publisher:Journal of Social Marketing,
Abstract: Purpose This paper presents a unique conceptual model that promotes behaviour change with the goa…
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