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Esports extension of a football brand : stakeholder co-creation in action?
Bertschy, Marjorie; Mühlbacher, Hans; Desbordes, Michel - In: European Sport management quarterly : ESMQ 20 (2020) 1, pp. 47-68
Persistent link: https://www.econbiz.de/10012256469
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Luxury brand strategies and customer experiences : contributions to theory and practice
Ko, Eunju; Phau, Ian; Aiello, Gaetano - In: Journal of business research : JBR 69 (2016) 12, pp. 5749-5752
Persistent link: https://www.econbiz.de/10011597488
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Digital marketing applications
Aydin, Hadice - 2019
"To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and...
Persistent link: https://www.econbiz.de/10012126675
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If you build it, will they come? : a case study of digital spaces and brand in the National Basketball Association
Pfahl, Michael E.; Kreutzer, Andrew; Maleski, Mike; … - In: Sport management review 15 (2012) 4, pp. 518-537
Persistent link: https://www.econbiz.de/10009628060
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Strategies for luxury fashion brands' targeting the young audience : how to link celebrity endorsements and brand extensions with social media
Moreno-Gavara, Carmen; Jiménez-Zarco, Ana Isabel - In: Global marketing strategies for the promotion of luxury …, (pp. 155-192). 2016
Persistent link: https://www.econbiz.de/10011484688
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Brand extension evaluation : real world and virtual world
Raamatjam, Jayasankar; Purani, Keyoor - In: The journal of product & brand management 23 (2014) 7, pp. 504-515
Persistent link: https://www.econbiz.de/10010467565
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Swarm Branding : Markenführung im Zeitalter von Web 2.0
Sonnenburg, Stephan (ed.) - 2009 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003735323
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Leveraging Online Communities to Launch Green Brand Extensions
Chatterjee, Patrali - 2014
Purpose - This research examines loyal and non-loyal consumer perceptions, purchase intent and parent brand evaluation … due to green brand – line and category extensions by marketers of established (non-green) brands for products with high … social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand …
Persistent link: https://www.econbiz.de/10013067893
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Leveraging cofollowership patterns on social media to identify brand alliance opportunities
Malhotra, Pankhuri; Bhattacharyya, Siddhartha - In: Journal of marketing 86 (2022) 4, pp. 17-36
Persistent link: https://www.econbiz.de/10013258862
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Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143