behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in … marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a … detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About …

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3 …: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online … brand communities -- Chapter 6: Brand and customer loyalty in online brand communities -- Chapter 7: Brand relationship and …

: Konsumentenverhalten in einer digitalen Welt; Irrweg Customer-Centricity; Das Playbook der D2C-Brands; Brand-Activism; Gesellschaftsbezug … und Haltung von Marken; Digital Brand-Experience; Kundenerlebnisse im B2B-Bereich; Social …; Erfolgsfaktor Brand-Content; Digitales Content-Marketing; Brand-Content-Management und Bewegtbild; Digitales Brand …

1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2 … Country -- 6. Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa -- 7. Corporate … Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria -- 8. Examining the …

National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and … assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume …

This book examines the extent to which social media marketing influences the customer-based brand equity of higher … customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to … gather information relevant to higher education institutions and their respective brand equity. However, many models on …

Part 1: Public Sector Marketing Communications and Brand Management -- Chapter 1: Introduction to Public Sector … Communications Strategies for Public Transport Organisations -- Chapter 4: Positioning Public University’s Brand through Marketing …: Conclusion: Effective Public Relations and Brand Communication in Africa’s Public Sector. …