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Navigating the future of brand experience: insights from bibliometric analysis

Author:Víctor Calderón-Fajardo, Sebastian Molinillo, Rafael Anaya-Sánchez and Jano Jiménez-Barreto
Publisher:Spanish Journal of Marketing - ESIC,
Abstract: Purpose This study aims to consolidate the fragmented knowledge on brand experience within market…

Interactive or not? Enhancing the interactive effectiveness of virtual brand ambassadors on consumer behavior

Author:Zheng Shen
Publisher:Asia Pacific Journal of Marketing and Logistics,
Abstract: Purpose Nowadays, more and more brands are developing their own virtual ambassadors for interacti…

Operationalising branding through a sense of place toolkit

Author:Elricke Botha
Publisher:Journal of Tourism Futures,
Abstract: Purpose There has been a steady increase in tourism in biosphere reserves necessitating the futur…

Does a Sustainable Orientation Affect Global Consumers' Relationships with International Online Brands?

Author:Todd Drennan, Emilia Rovira Nordman and Aswo Safari
Publisher:Creating a Sustainable Competitive Position: Ethical Challenges for International Firms
Abstract: This chapter aims to shed light on the role that a sustainable orientation plays in strengthening…

One Brand, Multiple Authenticities: The Case of the World’s First Pay-Per-Minute Cafe Franchise

Author:Alexandra Kviat
Publisher:Cultures of Authenticity
Abstract: This chapter explores the concept of authenticity in the context of today’s highly competitive ho…

Personal Branding Tri Rismaharini the Provision in Media

Author:Susanne Dida, Yanti Setianti and Gadys Fatihah
Publisher:Proceedings of MICoMS 2017
Abstract: Purpose – The purpose of this research was to describe the personal branding Tri Rismaharini.Desi…

City Branding of Denpasar City as a Creative City Through the Denpasar Festival Event

Author:Yanti Setianti, Susanne Dida and Ni Putu Cynthia Uttari Putri
Publisher:Proceedings of MICoMS 2017
Abstract: Purpose – The purpose of this research is to describe the Denpasar Festival event as a city brand…

E-commerce in the internet-enabled foreign expansion of Polish fashion brands owned by SMEs

Author:Marzanna Katarzyna Witek-Hajduk, Anna Małgorzata Grudecka and Anna Napiórkowska
Publisher:Journal of Fashion Marketing and Management: An International Journal,
Abstract: Purpose The aim of this paper is to identify ways and motives of application of e-commerce in the…

Analyzing the influence of celebrities’ emotional and rational brand posts

Author:Arash Ahmadi, Amirhossein Taghipour, Marc Fetscherin and Siriwan Ieamsom
Publisher:Spanish Journal of Marketing - ESIC,
Abstract: Purpose The purpose of this paper is to compare two brand posts with the different content create…

After-sales services, brand equity and purchasing intention to buy second-hand product

Author:Muhammad Danish Habib and Muhammad Arslan Sarwar
Publisher:Rajagiri Management Journal,
Abstract: Purpose This study aims to examine the concept of brand equity and willingness to buy second-hand…
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