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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
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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
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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
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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
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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
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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
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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
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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
Das Internet hält auch für die Marktforschung eine Vielzahl neuer Möglichkeiten zur Sammlung von Erkenntnissen bereit …
Persistent link: https://www.econbiz.de/10010380722
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Effects of social media marketing and selected marketing constructs on stages of brand loyalty
Suha Fouad Salem; Salem, Sharif Omar - In: Global business review 22 (2021) 3, pp. 650-673
Persistent link: https://www.econbiz.de/10012591346
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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
Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...
Persistent link: https://www.econbiz.de/10012621943