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Reaching for customer centricity : wine brand positioning configurations

Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were...

Persistent link: https://www.econbiz.de/10012601505

"Fame and Envy 2.0" in luxury fashion influencer marketing on Instagram : comparison between mega-celebrities and micro-celebrities

Jin, Seunga Venus; Muqaddam, Aziz - In: International journal of internet marketing and … 15 (2021) 2, pp. 176-200

Persistent link: https://www.econbiz.de/10012512743

The impact of digital marketing communication on brand awareness and purchase intention : does customer engagement mediate the relationship between brand awareness and purchase int...

Abdullah, Mahdi Mahmoud Haji Haider - In: International journal of Islamic marketing and branding 5 (2020) 4, pp. 288-299

Persistent link: https://www.econbiz.de/10012512829

An investigative study of influencer marketing : nuances, challenges and impact

Ahuja, Yukti; Loura, Indu - In: Journal for global business advancement : JGBA 13 (2020) 5, pp. 561-583

Persistent link: https://www.econbiz.de/10012542173

Sustainability and social media communication : how consumers respond to marketing efforts of luxury and non-luxury fashion brands

Kong, Hyun Min; Witmaier, Alexander; Ko, Eunju - In: Journal of business research : JBR 131 (2021), pp. 640-651

Persistent link: https://www.econbiz.de/10012545032

Consumers and firms in a global world : AMA Winter Academic Conference 2020 : AMA educators proceedings volume 31 : San Diego, California, USA, 14-16 February 2020

Lukas, Bryan A. (ed.); Ferrell, Odies C. (ed.) - AMA Winter Academic Conference <2020, San Diego, Calif.>; … - 2020

Persistent link: https://www.econbiz.de/10012486210

Digital service innovation, customer engagement, and customer equity in AR marketing

Kim, Kyung Hoon; Ko, Eunju; Kim, Sang Jin; Jiang, Qi - In: Journal of global scholars of marketing science : … 31 (2021) 3, pp. 453-466

Persistent link: https://www.econbiz.de/10012549102

Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image …

Persistent link: https://www.econbiz.de/10012621943

Examining the role of luxury elements on social media engagement

Duong, Van Chien; Sung, Billy - In: Journal of global fashion marketing : JGfM 12 (2021) 2, pp. 103-119

Persistent link: https://www.econbiz.de/10012500698

Content marketing strategy of branded YouTube channels

Wang, Rang; Chan-Olmsted, Sylvia M. - In: Journal of media business studies 17 (2020) 3/4, pp. 294-316

Persistent link: https://www.econbiz.de/10012312168