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Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives
Adeola, Ogechi (ed.); Hinson, Robert (ed.);  … - 2022
1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing … of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing -- 12. Leveraging Digital Marketing and … Integrated Marketing Communications for Brand Building in Enterprising Markets. …
Persistent link: https://www.econbiz.de/10013192340
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Sharing Behavior of Brand Crisis Information on Social Media : A Case Study of Chinese Weibo
Yang, Changzheng - 2022
Introduction -- Literature Review and Theoretical Foundation -- Fluctuation Features of Brand Crisis Information Sharing by Weibo Use -- Contextual Factors Affecting Brand Crisis Information Sharing by Weibo Use -- Static Influencing Mechanism of Weibo Users’ Information Sharing of Brand...
Persistent link: https://www.econbiz.de/10012814760
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Public Sector Marketing Communications Volume I : Public Relations and Brand Communication Perspectives
Adeola, Ogechi (ed.); Katuse, Paul (ed.);  … - 2022
Part 1: Public Sector Marketing Communications and Brand Management -- Chapter 1: Introduction to Public Sector … Marketing Communications in Africa -- Chapter 2: Public Sector Branding in Africa: Some Reflections -- Chapter 3: Marketing … Communications Strategies for Public Transport Organisations -- Chapter 4: Positioning Public University’s Brand through Marketing …
Persistent link: https://www.econbiz.de/10013392534
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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities
Ozuem, Wilson; Willis, Michelle - 2022
-creation sphere -- Chapter 10: Influencer marketing. …Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how … focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to …
Persistent link: https://www.econbiz.de/10013167257
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Sensory Branding : Grundlagen multisensualer Markenführung
Steiner, Paul - 2020 - 3., überarbeitete Auflage
Die Zielgruppen Dozent*innen und Student*innen aus den Bereichen Marketing, Kommunikation und Werbung …
Persistent link: https://www.econbiz.de/10012402859
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Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay
Vellnagel, Corinna Colette - 2020 - 1st ed. 2020.
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal...
Persistent link: https://www.econbiz.de/10012399681
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Brand storytelling in the Digital Age : theories, practice and application
Moin, S. M. A. - 2020
1. Introduction: The Ancient Art of Storytelling and the Language of Marketing -- 2. Brand Storytelling: A Review of …“Moin provides a unique perspective on how the art of storytelling is central to marketing success in an age of rapid … storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and …
Persistent link: https://www.econbiz.de/10012399779
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Kundenzentriertes Markenmanagement : effektive Markenführung entlang der Customer Experience Journey
Theobald, Elke; Jentschke, Mirjam - 2020
Markenmanagements Die Zielgruppe Studenten der Betriebswirtschaft mit Schwerpunkt Marketing Geschäftsführer, Marken-Experten Die Autoren … Prof. Dr. Elke Theobald ist Professorin für computergestützte Medien mit dem Schwerpunkt Online-Marketing an der Hochschule …
Persistent link: https://www.econbiz.de/10012402913
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Identitätsbasierte Markenführung im Investitionsgüterbereich : Management und Wirkungen von Marke-Kunde-Beziehungen
Krause, Juliane - 2013
Zielgruppen · Dozenten und Studenten der Betriebswirtschaftslehre mit den Schwerpunkten Investitionsgütermarketing, B-to-B-Marketing …
Persistent link: https://www.econbiz.de/10014016661
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Brand Evolution : moderne Markenführung im digitalen Zeitalter
Hassenstein, Katrin; Kirchenbauer, Alena - 2022 - 3., vollständig überarbeitete und erweiterte Auflage
und Haltung von Marken; Digital Brand-Experience; Kundenerlebnisse im B2B-Bereich; Social-Media-Marketing …-Essentials; Influencer-Marketing; Marketing mit TikTok; Podcasts und regionale Verlagsmedien; Voice-Marketing; Corporate Messages …; Erfolgsfaktor Brand-Content; Digitales Content-Marketing; Brand-Content-Management und Bewegtbild; Digitales Brand …
Persistent link: https://www.econbiz.de/10013327921