This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption … exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion … maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Wilson …

communications to build brands and their communities. Influencers - those who can impact a brand's marketing and advertising … strategies as well as build brand communities - are making extensive use of the new digital and traditional communications … executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations …

Posting in Brand Communities on Social Networking Sites -- 13 Assessing the Financial Value of Digital Advertising: An Event … Media-Radiating Voices -- 15 Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and …: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media -- 27 Advertising in Video …

facilitate engagement -- Introduction -- Literature review -- Characterizing consumers' online brand related behaviour …Social media and brand communication -- Analysing the user-generated qualitative data -- Identifying the content … -- Introduction -- Social media trends in emerging markets -- Theoretical framework -- Brand communities and management in the social …