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Increasing the Brand Equity of Private Label Brands

Awad, Tamer A.; Mohsen, Sahar - In: International Journal of Customer Relationship … 8 (2017) 4, pp. 32-50

This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand...

Persistent link: https://www.econbiz.de/10012043771

Debranding Digital Identity: Personal Branding and Identity Work in a Networked Age

Weisgerber, Corinne; Butler, Shannan Heath - In: International Journal of Interactive Communication … 6 (2016) 1, pp. 17-34

This article explores the rhetoric of empowerment surrounding the recent phenomenon of personal branding and calls into …. Starting with an examination of the historical basis of the personal branding movement and a critical analysis of the branding … metaphor, the article then proceeds to show how the three stages of the conventional branding process on which most personal …

Persistent link: https://www.econbiz.de/10012045254

Exploring the Inherent Growth of e-Tailing via e-Personalization and Technological Innovations

Smith, Alan D. - In: International Journal of Innovation in the Digital … 8 (2017) 1, pp. 19-46

It is the hope of essentially all e-tailers to deliver personalized and real-time communications to customers that are tailored to their interests, preferences, based on big data mining that customers will value over privacy concerns. The technology (e.g., interaction data from segmentation...

Persistent link: https://www.econbiz.de/10012045448

A Consideration of Value Co-Creation in Branding of University Research-Laboratories

Shirahada, Kunio; Kosaka, Michitaka; Nguyen, Dung Thuy - In: International Journal of Knowledge and Systems Science … 7 (2016) 2, pp. 40-57

Since service dominant logic and co-creation have been applied to branding in the higher education sector as bottom …-up building of brand, research laboratories have become an essential factor in university branding. This paper aims to explore … branding of research laboratories based on value co-creation processes through real experiences in research laboratories. The …

Persistent link: https://www.econbiz.de/10012046336

Investigation of Consumer Behavior: A Study on Organic Wine

Baziana, Sotiria; Tzimitra-Kalogianni, Eirini - In: International Journal of Social Ecology and Sustainable … 7 (2016) 1, pp. 50-61

Evidence shows that sustainability not only helps a business case getting stronger, but also embraces a sustainability agenda which can stimulate innovation, pushing companies to rethink their operations, products and business models. In addition, during the past few years the demand for organic...

Persistent link: https://www.econbiz.de/10012047687

Ego Meets Alter and Alius on the Marketplace: New Directions in the Cultural Semiotics of Brand Communication

Sonesson, Göran - In: International Journal of Semiotics and Visual Rhetoric … 1 (2017) 2, pp. 55-78

Marketing is always a kind of inter-cultural communication, in the sense defined by the semiotics of culture: a message from someone in a group who says “I” to a group he sees as “You” or “Them”. But marketing is also an inter-cultural message in a narrower sense: it often emanates...

Persistent link: https://www.econbiz.de/10012048218

Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement

Ditizio, Amber A. - In: Journal of Electronic Commerce in Organizations (JECO) 14 (2016) 4, pp. 52-65

and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports …

Persistent link: https://www.econbiz.de/10012048981

Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka

Perera, Graham Romello; Perera, Irosha - In: International Journal of Asian Business and Information … 7 (2016) 1, pp. 30-41

The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4....

Persistent link: https://www.econbiz.de/10012042571

A Cross-Cultural Perspective on Motives and Patterns of Brand Recommendation in Social Media

Kolo, Castulus; Widenhorn, Stefan; Borgstedt, Anna-Lena; … - In: International Journal of Online Marketing (IJOM) 8 (2018) 2, pp. 27-44

This article describes how today, social media enable users to comment on brands in a multitude of ways. Although it is undoubted that this can have a substantial influence on the way brands impact on consumers, comparatively little is known about what motivates consumers to recommend brands in...

Persistent link: https://www.econbiz.de/10012046831

Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations

Pegoraro, Ann; Scott, Olan; Burch, Lauren M. - In: International Journal of Public Administration in the … 4 (2017) 1, pp. 69-87

consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic … organizations indicating some international differences in using Facebook for branding a sport organization. The results also …

Persistent link: https://www.econbiz.de/10012047030