Narrow search
Showing 1 - 10 of 7,763
Cover Image
Brand management throughout professional athletes' careers
Schweizer, Nicolas; Dietl, Helmut - 2015
This paper examines how professional athletes can optimize commercial revenues from endorsement and sponsorship agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand selling activities, to understand the dynamics of commercial...
Persistent link: https://www.econbiz.de/10011416561
Cover Image
Incorporating responsiveness to marketing efforts in brand choice modeling
Fok, Dennis; Paap, Richard; Franses, Philip Hans - In: Econometrics : open access journal 2 (2014) 1, pp. 20-44
We put forward a brand choice model with unobserved heterogeneity that concerns responsiveness to marketing efforts. We introduce two latent segments of households. The first segment is assumed to respond to marketing efforts, while households in the second segment do not do so. Whether a...
Persistent link: https://www.econbiz.de/10010336207
Cover Image
In a galaxy far, far away ... market yourself differently
Dolnicar, Sara; Grün, Bettina - In: Journal of travel research : a quarterly publication of … 56 (2017) 5, pp. 593-598
Persistent link: https://www.econbiz.de/10011687300
Cover Image
Transportation image : place-based vehicles for destination branding
Zhang, Dian'en; Qi, Hongxia; Qi, Nandi - In: Journal of destination marketing & management 19 (2021), pp. 1-11
Persistent link: https://www.econbiz.de/10012548504
Cover Image
Africa is not a country : rebranding and repositioning Africa as a continent
Mogaji, Emmanuel - In: Marketing brands in Africa : perspectives on the …, (pp. 237-259). 2021
Persistent link: https://www.econbiz.de/10012651452
Cover Image
Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19 : a protection motivation theory approach
Rather, Raouf Ahmad - In: Journal of destination marketing & management 20 (2021), pp. 1-11
Persistent link: https://www.econbiz.de/10012588603
Cover Image
Understanding the identity of Ibiza, Spain
Berrozpe, Arturo; Campo, Sara; Yagüe Guillén, María … - In: Journal of travel and tourism marketing 34 (2017) 8, pp. 1033-1046
Persistent link: https://www.econbiz.de/10011758784
Cover Image
Destination branding through social media : juxtaposition of foreign influencer's narratives and state's presentation on the event of Pakistan Tourism Summit 2019
Nazir, Farhad - In: Qualitative market research : an international journal 26 (2023) 4, pp. 428-448
Persistent link: https://www.econbiz.de/10014338507
Cover Image
Symbiosis: integrating tourism and Mediterranean landscapes
Doxiadis, Thomas; Liveri, Dionysia - In: Journal of Place Management and Development 6 (2013) 3, pp. 240-255
Purpose – The purpose of this paper demonstrate the strong branding correlation between tourism and the landscape, and … tourist destination's brand and its landscape is first established. Then the positive and negative correlations between a … tourist destination's brand and its landscapes is examined, through realized examples. Finally, good practice is presented in …
Persistent link: https://www.econbiz.de/10014899472
Cover Image
Country image as a nation‐branding tool
Hakala, Ulla; Lemmetyinen, Arja; Kantola, Satu‐Päivi - In: Marketing Intelligence & Planning 31 (2013) 5, pp. 538-556
existence of a country. Branding may be an elementary tool in enhancing awareness as well as altering or reinforcing … – Knowledge of the information sources and their role in image building will help destination marketers to influence potential …
Persistent link: https://www.econbiz.de/10014947132