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The Use of Celebrity Endorsement As Marketing Communication Strategy by Turkish Airlines

Mamuti, Agim - 2017

specifically in Turkish Airlines, which has long term celebrity branding strategies. Current literature provides evidences that … of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines … objective of this paper is to show application of celebrity endorsement as a branding tool generally in airlines and …

Persistent link: https://www.econbiz.de/10012953683

The impact of brand social media marketing on the dynamics of the company's share value

Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal …

Persistent link: https://www.econbiz.de/10014371857

The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

Persistent link: https://www.econbiz.de/10014230646

Effects of Advertising and Product Placement on Television Audiences

Wilbur, Kenneth C.; Sovinsky, Michelle; Ridder, Geert - 2012

Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

Persistent link: https://www.econbiz.de/10014047419

An Influence of Advertising on Consumer-based Brand Loyalty : A Case Study on a Sports Shoe Brand in Bhopal India

Bisen, Ayush; Nuangjamnong, Chompu - 2021

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...

Persistent link: https://www.econbiz.de/10014086123

An Integrated Model of Alternative Mechanisms of In-Store Display and Feature Advertising on Brand Choice

Zhang, Jie - 2006

marketing literature has suggested twoprominent decision mechanisms through which their effects may take place, which I call …

Persistent link: https://www.econbiz.de/10014058388

Competition and Crowd-Out for Brand Keywords in Sponsored Search

Simonov, Andrey - 2017

On search keywords with trademarked terms, the brand owner (“focal brand”) and other relevant firms compete for consumers. For the focal brand, paid clicks have a direct substitute in the organic links below the paid ad(s). The proximity of this substitute depends on whether competing firms...

Persistent link: https://www.econbiz.de/10012970912

FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember

Hariyana, Nanik - 2017

Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...

Persistent link: https://www.econbiz.de/10012951034

The Moderating Roles of Chinese Consumers' Social System Confidence on the Effects of Achievement Values Reflected in a Brand and Its Advertising on Brand Attitudes

Choi, Nak-Hwan - 2017

As the market is playing an increasingly important role in the Chinese economy, we ask which value the Chinese people will support, what effect the endorsed value (i.e., achievement) will have on consumers' social system confidence, and how brand symbolism can function in adapting to the social...

Persistent link: https://www.econbiz.de/10012952358

Evidence on Internet Communication Management Strategies for Luxury Brands

Geerts, Angy - 2011

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Persistent link: https://www.econbiz.de/10013123136