email in the brand communication of luxury goods.  Referring to the model of intereffication it is stated that journalism … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and … netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study … sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among …

impacts of interactivity in CSR messages on corporate reputation and word-of-mouth intentions. Our findings suggest that an … increase in perceived interactivity leads to higher message credibility and stronger feelings of identification with the …

Social Media in communicating the Corporate Brand. It also highlights future trends, particularly in terms of interactivity … stakeholders has an increasing role in the construction in the brand's meaning. The aim of this paper is to identify emerging … and opening up of the process of brand building with input from key stakeholders. In conclusion, an agenda for future …

trafficking); 2) the role of social media and migrant integration; 3) the use of social media in diaspora engagement; and 4) the …

The article deals with basic questions regarding terminology study the concepts of \"brand\" and \"brand management …\", the main stages of the product based on brand and the right tools to do so. Also, the basic components of the brand to …

presents the importance of having a strong brand, it presents several aspects with regard to what brand represents, it points … out what are the main factors for creating brand value. Another important aspect that this paper presents are the four … steps that a company must undertake in order to have a powerful brand in the context of the global market and of stronger …