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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
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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
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Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan
Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277
Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...
Persistent link: https://www.econbiz.de/10009759740
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Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions : A Multi-Experiment Analysis
Rajagopal, Dr - 2008
The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...
Persistent link: https://www.econbiz.de/10012727247
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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
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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
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Effect of Complementary Product Fit and Brand Awareness on Brand Attitude After M&As : Word of Mouth as a Moderator
Lee, Hsiang-Ming - 2019
The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude after Mergers and acquisitions (M&As). The study also examined the moderating effect of word of mouth. A survey was conducted with 411 respondents (162 males and 249 females), who...
Persistent link: https://www.econbiz.de/10012898834
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Competitive Advertising on Brand Search : Traffic Stealing and Click Quality
Simonov, Andrey - 2020
We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...
Persistent link: https://www.econbiz.de/10012851987
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Branding Through Celebrities with TEARS
Nandamuri, Purna - 2015
The McKinsey Global Institute, in its latest report, says that India's consumption share of GDP at 62% is closer to Japan & USA than to China. The Indian aggregate consumption will grow to Rs.70 trillion by 2025. While the numbers indicate the growth potential, a more relevant challenge for...
Persistent link: https://www.econbiz.de/10013017689
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Logo shape and color as drivers of change in brand evaluation and recognition
Torbarina, Matia; Grgurić Čop, Nina; Jelenc, Lara - In: Naše gospodarstvo : NG 67 (2021) 1, pp. 33-45
Persistent link: https://www.econbiz.de/10012584407