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Communicating high-tech products : a comparison between print advertisements of automotive premium and standard brands

Baccarella, Christian V.; Scheiner, Christian Willi; … - In: International journal of technology marketing : IJTMkt 11 (2016) 1, pp. 24-38

Persistent link: https://www.econbiz.de/10011478607

Mapping brand similarities : Comparing consumer online comments versus survey data

Vriens, Marco; Chen, Song; Vidden, Chad - In: International journal of market research 61 (2019) 2, pp. 130-139

Persistent link: https://www.econbiz.de/10012172151

Opposing brand activism : triggers and strategies of consumers' antibrand actions

Pöyry, Essi; Laaksonen, Salla-Maaria - In: European journal of marketing 56 (2022) 13, pp. 261-284

Persistent link: https://www.econbiz.de/10013502438

Consumer-based brand equity (CBBE) and the role of social media communications : qualitative findings from the Malaysian automotive industry

Ridwan Adetunji Raji; Sabrina Mohd Rashid; Sobhi Mohd Ishak - In: Journal of marketing communications 25 (2019) 5, pp. 511-534

Persistent link: https://www.econbiz.de/10012203331

The role of customer engagement in cultivating relationships with automotive Facebook brand pages

de Silva, Thanuka Mahesha - 2021

The study aims to provide a theoretical framework of how information, entertainment, and social interaction value associated with automotive Facebook brand pages in Sri Lanka (FBPs) influence customer engagement behaviors (CEBs), and further, how CEB is likely to result in FBP-specific...

Persistent link: https://www.econbiz.de/10014088068

On the relationship between online brand community and brand preference in political market

Banerjee, Saikat - In: International review on public and non-profit marketing 18 (2021) 1, pp. 27-55

Persistent link: https://www.econbiz.de/10012428312

Impact of Facebook marketing on Lebanese athletes' decision-making process

Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416

Persistent link: https://www.econbiz.de/10011989452

Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56

Das Internet hält auch für die Marktforschung eine Vielzahl neuer Möglichkeiten zur Sammlung von Erkenntnissen bereit …

Persistent link: https://www.econbiz.de/10010380722

Does gamification affect brand engagement and equity? : a study in online brand communities

Xi, Nannan; Hamari, Juho - In: Journal of business research : JBR 109 (2020), pp. 449-460

Persistent link: https://www.econbiz.de/10012238105

Exploring the brand personalities of Facebook, YouTube, and LinkedIn

Mutsikiwa, M.; Maree, T. - In: International journal of internet marketing and … 13 (2019) 4, pp. 285-301

Persistent link: https://www.econbiz.de/10012155296

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