Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in...

This article explores the theme of synergy in relation to business strategy, with specific reference to e‐business. After exploring the extent to which e‐business strategy needs to be integrated with corporate and functional area strategies, the article continues the theme of synergy by...

In the digital world, marketing communications is concerned with creating presence, creating relationships, and creating mutual value. The Internet as a marketing channel is interactive, accessible, ubiquitous, and integrates marketing communication with commercial transactions and service...

Purpose – To propose a categorisation of customer loyalty types to further increase our understanding of the nature of loyalty. Design/methodology/approach – By segmenting customers who are both loyal in attitude and behaviour to a brand, a model is proposed that differentiates between...

Purpose – This paper aims to provide insights into the development and management of a customer community, informing product innovation and engaging customers in co‐creation of a consumption experience. Design/methodology/approach – A review of the state of current knowledge about...

Purpose – The purpose of this paper is to contribute to the understanding of marketing in small hotels specifically, and, more generally, to the area of SME or entrepreneurial marketing. Design/methodology/approach – A deductive‐inductive approach based on interviews with 15 small hotel...

Purpose – The purpose of this paper is to report exploratory research into UK music festival attendees awareness of, and attitude towards, brands that sponsor music festivals. Sponsorship is an important revenue stream for music festivals, and, conversely brands perceive music festivals to be...