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The Art of Digital Marketing for Fashion and Luxury Brands : Marketspaces and Marketplaces
Ozuem, Wilson (ed.); Ranfagni, Silvia (ed.) - 2021 - 1st ed. 2021.
1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a … new balance to achieve -- 3 opinion leaders, short videos and virtual communities in the fashion industry -- 4 fashion … fashion industry: strategic insights -- 6 maintaining a creative brand image in an omnichannel world -- 7 online brand …
Persistent link: https://www.econbiz.de/10012596857
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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities
Ozuem, Wilson; Willis, Michelle - 2022
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...
Persistent link: https://www.econbiz.de/10013167257
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Brand Evolution : moderne Markenführung im digitalen Zeitalter
Theobald, Elke (ed.); Gaiser, Brigitte (ed.) - 2022 - 3., vollständig überarbeitete und erweiterte Auflage
Dieses Buch präsentiert die wesentlichen Aspekte der Markenführung im Internet. Wissenschaftler*innen stellen die Erkenntnisse der Markentheorie und des Markenmanagements dar und Digitalexpert*innen führen aus, wie die Instrumente der Markenführung im Netz konkret umgesetzt werden. Da das...
Persistent link: https://www.econbiz.de/10013327921
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Digital Business in Africa : Social Media and Related Technologies
Adeola, Ogechi (ed.); Edeh, Jude Ndubuisi (ed.);  … - 2022
1. Digital Business in Africa: Social Media and Related Technologies – An Introduction -- 2. Ethical Social Media Marketing in Africa -- 3. The Benefits and Challenges of Social Media Marketing: Experience from Small and Rural-Based Entrepreneurs in the Vhembe District of Limpopo Province,...
Persistent link: https://www.econbiz.de/10013270864
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Agile Marketing Strategies : New Approaches to Engaging Consumer Behavior
Rajagopal - 2022
Part-I:The Convergence -- Chapter 1:Consumer Dynamics -- Chapter 2:Social Media and Markets -- Chapter 3:Relationship Strategy -- Part-II:The Shift -- Chapter 4:Neurobehavioral Perspectives -- Chapter 5:Rethinking Marketing -- Chapter 6:The Agile Mind-set -- Part-III:Window to the Future --...
Persistent link: https://www.econbiz.de/10013287736
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Drivers of User Engagement in Influencer Branding : An Empirical Analysis of Brand-Related User-Generated Content on Instagram
Fink, Tanja - 2021 - 1st ed. 2021.
more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author …
Persistent link: https://www.econbiz.de/10012615792
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Influencer Marketing for Brands : What YouTube and Instagram Can Teach You About the Future of Digital Advertising
Levin, Aron - 2020 - 1st ed. 2020
—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital … Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author …,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you …
Persistent link: https://www.econbiz.de/10012398982
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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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Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022
Martínez-López, Francisco J. (ed.);  … - International Conference on Research on National Brand … - 2022
This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion,...
Persistent link: https://www.econbiz.de/10013203512
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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions : Case of Vietnam and Sri Lanka
Perera, Charitha Harshani; Nayak, Rajkishore; Long … - 2022
Chapter 1. Introduction -- Chapter 2. Literature Review -- Chapter 3. Research Model and Hypotheses -- Chapter 4. Methodology and Methods -- Chapter 5. Quantitative data Presentation and Analysis: Descriptive Analysis -- Chapter 6. Quantitative data Presentation and Analysis: Inferential...
Persistent link: https://www.econbiz.de/10013386111