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A Relationship Approach to Brand Equity
Brito, Carlos - Faculdade de Economia, Universidade do Porto - 2008
paper develops a holistic model on the basis of a relational perspective of brand equity. …
Persistent link: https://www.econbiz.de/10005031606
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Der Wandel von Push- zu Pull- Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2014-01), pp. 8-16
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. …
Persistent link: https://www.econbiz.de/10010981103
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23
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 …
Persistent link: https://www.econbiz.de/10010981129
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Social Networking Sites Use and Psychological Attachment Need among Indonesian Young Adults Population
Andangsari, Esther Widhi; Gumilar, Ihshan; Godwin, Raymond - In: International Journal of Social Science Studies 1 (2013) 2, pp. 133-138
globe. A unique phenomenon has come into existence in which people rely on Facebook to satisfy their attachment need. It is … interaction between attachment style and social networking site use. The result showed that attachment style contributed … significantly to the level of social media use. It also pointed out that the attachment style distinguished significantly between …
Persistent link: https://www.econbiz.de/10010729152
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Customer-Company Identification: A Study of Relational Consequences in the Non-Profit Sector
Volle, Pierre; Monnot, Elisa; Reniou, Fanny - HAL - 2009
In the first section, a literature review on identification enables a clear definition of the "Customer-Company Identification" construct to be given. Then in the second section, the conceptual framework and the main hypothesis are exposed. In the third section, an empirical investigation into a...
Persistent link: https://www.econbiz.de/10009368010
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The Visible Hand? Demand Effects of Recommendation Networks in Electronic Markets
Oestreicher-Singer, Gal; Sundararajan, Arun - In: Management Science 58 (2012) 11, pp. 1963-1981
Online commercial interactions have increased dramatically over the last decade, leading to the emergence of networks that link the electronic commerce landing pages of related products to one another. Our paper conjectures that the explicit visibility of such "product networks"can alter demand...
Persistent link: https://www.econbiz.de/10010990518
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Targeting college students on Facebook? How to stop wasting your money
Sashittal, Hemant C.; Sriramachandramurthy, Rajendran; … - In: Business Horizons 55 (2012) 5, pp. 495-507
While Facebook usage has seen explosive growth, scant research has explored returns on advertising dollars marketers invest in this emerging medium. Our two-stage study of 18- to 25-year-old college students suggests that many of the advertising dollars consumer goods firms spend on Facebook are...
Persistent link: https://www.econbiz.de/10010603468
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Social Network Site Usage and Personal Relations of Migrants
Damian, Elena; Ingen, Erik Van - In: Societies 4 (2014) 4, pp. 640-653
In this study, we examine the relation between social network site (SNS) usage and the personal networks of immigrants, using a unique dataset composed of a representative sample of immigrants living in the Netherlands. In theory, SNSs can be a helpful tool for immigrants, because they may help...
Persistent link: https://www.econbiz.de/10011029737
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Brand as a Part of the Strategic Development of Product
Ptashchenko Yelena V. - In: Business Inform (2012) 9, pp. 290-292
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 …
Persistent link: https://www.econbiz.de/10010855621
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БРЕНД КАК СОСТАВЛЯЮЩАЯ СТРАТЕГИЧЕСКОГО РАЗВИТИЯ ТОВАРА
ВАЛЕРИЕВНА, ПТАЩЕНКО ЕЛЕНА - In: Бизнес Информ (2012) 3, pp. 290-292
В статье рассмотрены основные вопросы относительно терминологического обоснования понятий «бренд» и «бренд-менеджмент», основные этапы развития товара на...
Persistent link: https://www.econbiz.de/10011216326