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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
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010380722
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Branding of private label products by product category : a model suggestion for fmcg market
Sarimehmet, Ayse; Aydin, Samet - In: UTMS journal of economics / University of Tourism and … 12 (2021) 1, pp. 19-31
model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … quality of the product, and the category of the product were evaluated in terms of branding of private label products in fast … moving consumer goods market (FMCG), and a branding model was proposed to comprise the mentioned factors on the branding of …
Persistent link: https://www.econbiz.de/10012588800
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The mediating role of brand knowledge on employees' brand citizenship behaviour : does organizational tenure matter?
Long Thang Van Nguyen; Lu, Vinh Nhat; Hill, Sally Rao; … - In: Australasian marketing journal 27 (2019) 3, pp. 169-178
Persistent link: https://www.econbiz.de/10012110329
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The brand leadership : scale development and validation
Chang, Yonghwan; Ko, Yong Jae - In: The journal of brand management : an international journal 21 (2014) 1, pp. 63-80
Persistent link: https://www.econbiz.de/10010234569
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Charismatic entrainment : how brand leaders and consumers co-create charismatic authority in the marketplace
Wieser, Verena E.; Luedicke, Marius K.; Hemetsberger, Andrea - In: Journal of consumer research : JCR ; an … 48 (2021) 4, pp. 731-751
Persistent link: https://www.econbiz.de/10012799041
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Company worth keeping : personal control and preferences for brand leaders
Beck, Joshua T.; Rahinel, Ryan; Bleier, Alexander - In: Journal of consumer research : JCR ; an … 46 (2019/2020) 5, pp. 871-886
Persistent link: https://www.econbiz.de/10012183248
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Towards a model of the pace brand web
Hanna, Sonya; Rowley, Jennifer - In: Tourism management : research, policies, practice 48 (2015), pp. 100-112
Persistent link: https://www.econbiz.de/10010508433
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A multi-dimensional framework for the development of authentic consumer products
Kristav, Per; Bäckström, Izabelle; Nordin, Axel; … - In: Journal of marketing and consumer behaviour in emerging … (2018) 2, pp. 46-65
A common assumption in product value literature is that authenticity is what contemporary consumers value the most. However, as this paper illustrates, the meaning of authenticity is unclear, and the term appears foreign to product development practitioners. The purpose of this paper is to...
Persistent link: https://www.econbiz.de/10012119682
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The effect of customer empowerment and customer engagement on marketing performance : the mediating effect of brand community membership
Anber Abraheem Shlash Mohammad - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 21 (2020) 1, pp. 30-38
This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...
Persistent link: https://www.econbiz.de/10012221786
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Direct and indirect effect of brand credibility, brand commitment and loyalty intentions on brand equity
Mathew, Veeva; Thomas, Sam; Injodey, Joseph I. - In: Economic review : journal of economics & business 10 (2012) 2, pp. 73-82
Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to...
Persistent link: https://www.econbiz.de/10012010625