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On "brand" : whether a semiotic marketing system or not
Gaski, John F. - In: Journal of macromarketing : examining the interactions … 35 (2015) 3, pp. 387-390
Persistent link: https://www.econbiz.de/10011339723
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Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives
Adeola, Ogechi (ed.); Hinson, Robert (ed.);  … - 2022
1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing … of Marketing: Artificial Intelligence, Virtual Reality and Neuromarketing -- 12. Leveraging Digital Marketing and … Integrated Marketing Communications for Brand Building in Enterprising Markets. …
Persistent link: https://www.econbiz.de/10013192340
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Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process : a research agenda
Willi, Christine Hallier; Melewar, T. C.; Broderick, … - In: The marketing review 13 (2013) 2, pp. 103-123
Persistent link: https://www.econbiz.de/10010200658
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Brand accommodation to informal communications on social media : with the mediation of communication appropriateness and the moderation of product involvement
Jeong, Hyun Ju; Kim, Jihye - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 42-62
Persistent link: https://www.econbiz.de/10014340163
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Consumer responses to brand communications involving COVID-19
Hesse, Andreas; Niederle, Franziska; Schön, Laura; … - In: Journal of marketing management : JMM ; journal of the … 37 (2021) 17/18, pp. 1783-1814
Persistent link: https://www.econbiz.de/10013206276
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Marketing communications' dimensions and brand loyalty in the banking sector
Quayson, Agartha; Issau, Kassimu; Gnankob, Robert Ipiin; … - In: REGE revista de gestão 31 (2024) 1, pp. 115-132
Persistent link: https://www.econbiz.de/10014528520
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An integrated model of corporate brand experience and customer value co-creation behaviour
Shamim, Amjad; Ghazali, Zulkipli; Albinsson, Pia A. - In: International journal of retail & distribution management 44 (2016) 2, pp. 139-158
Persistent link: https://www.econbiz.de/10011552612
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Der Aufbau einer Markenpersönlichkeit als Herausforderung des Markenmanagements : eine empirische Untersuchung anhand der Kosmetikbranche
Wiedmann, Klaus-Peter; Bachmann, Frank; Schmitz, Miriam - 2008
Persistent link: https://www.econbiz.de/10003847046
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Customer brand co-creation behavior and brand sincerity through CSR interactivity : the role of psychological implications in service-dominant logic
Sung, Kyongsik; Lee, Seoki - In: International journal of hospitality management 108 (2023), pp. 1-10
Persistent link: https://www.econbiz.de/10013482908
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The role of sponsorship and public relations in brand equity creation : an exploratory of vietnamese consumers perception of soft drinks
Le Dang Lang; Le Tan Buu; Nguyen Van Hien - In: Journal of food products marketing : innovations in … 26 (2020) 6, pp. 385-400
Persistent link: https://www.econbiz.de/10012287136