. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand … and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand … sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis through a … netnographic process. We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed … with and admiration for a brand. The results show that the publications with the highest number of likes by brand followers …

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the …

Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To … strategies that can be presented to improve the website's user engagement and digital brand name. The first part of the study … flow of digital advertisements to optimize brand name and profit. …

consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status … consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four … media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more …

intentionality and reliability of brand trust. This research also illustrated that intentionality and reliability have a significant …