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Investigating the impact of digital media advertising content on accepting or rejecting the message mediated by advertising value and modifier of brand trust and marketing innovati...
Janmohammadi, Mahshid - In: International journal of electronic marketing and … 13 (2022) 2, pp. 206-223
Persistent link: https://www.econbiz.de/10013255655
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Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World
Adeola, Ogechi (ed.); Hinson, Robert (ed.);  … - 2022
1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy -- 3. Integration of Augmented Reality (AR) and...
Persistent link: https://www.econbiz.de/10013203503
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Digital brand content : underlying nature and rationales of a hybrid marketing practice
Arrivé, Sandra - In: Journal of strategic marketing 30 (2022) 4, pp. 340-354
Persistent link: https://www.econbiz.de/10013370881
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The utilisation of digital media for branding start-ups
Vrontis, Demetris; Thrassou, Alkis; Viassone, Milena - In: International journal of entrepreneurship and small … 49 (2023) 4, pp. 495-523
Persistent link: https://www.econbiz.de/10014335136
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In pursuit of an effective B2B digital marketing strategy in an emerging market
Vieira, Valter Afonso; Almeida, Marcos Inácio Severo de; … - In: Journal of the Academy of Marketing Science 47 (2019) 6, pp. 1085-1108
Persistent link: https://www.econbiz.de/10012153439
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Ethnic brand identity work : responding to authenticity tensions through celebrity endorsement in brand digital self-presentation
Chatzopoulou, Elena; Navazhylava, Kseniya - In: Journal of business research : JBR 142 (2022), pp. 974-987
Persistent link: https://www.econbiz.de/10013169476
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Brand manager sensemaking : cognitive frames in the digital media environment
Milfeld, Tyler; Haley, Eric John - In: Journal of current issues and research in advertising 43 (2022) 1, pp. 26-46
Persistent link: https://www.econbiz.de/10012821764
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PR 2.0 : How Digital Media Can Help You Build a Sustainable Brand
Friedman, John - 2017 - First edition.
Persistent link: https://www.econbiz.de/10013182666
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Total Digital? : zum Wandel des Markenkonzepts im 21. Jahrhundert
Heun, Thomas - In: Marke und digitale Medien : der Wandel des …, (pp. 1-12). 2020
Persistent link: https://www.econbiz.de/10012292428
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Agile Branding : wie das digitale Werbegut die Kommunikation verändert
Dänzler, Stefanie - In: Marke und digitale Medien : der Wandel des …, (pp. 15-31). 2020
Persistent link: https://www.econbiz.de/10012292443