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Rowley, Jennifer; Edmundson-Bird, David - In: Journal of electronic commerce in organizations : the … 11 (2013) 1, pp. 63-78

Persistent link: https://www.econbiz.de/10009792126

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 … innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well …

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

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

Crowdsourcing and brand control

Bal, Anjali S.; Weidner, Kelly; Hanna, Richard; Mills, … - In: Business horizons 60 (2017) 2, pp. 219-228

Persistent link: https://www.econbiz.de/10011653692

The implications of digital marketing on WeChat for luxury fashion brands in China

Liu, Sindy; Perry, Patsy; Gadzinski, Gregory - In: The journal of brand management : an international journal 26 (2019) 4, pp. 395-409

Persistent link: https://www.econbiz.de/10012060141

Brand network communities : leveraging brand relationships within the supply-chain

Hawkins, Matthew A. - In: The journal of brand management : an international journal 24 (2017) 6, pp. 516-521

Persistent link: https://www.econbiz.de/10011771415

Influence of post types on Facebook engagement : the moderating roles of brand category and brand internationalisation

Mathupayas Thongmak - In: International journal of internet marketing and … 17 (2022) 3/4, pp. 231-270

Persistent link: https://www.econbiz.de/10014318193

Bridging marketing theory : practice gap to enhance firm performance : introduction to the special issue

Foltean, Florin Sabin - In: Journal of business research : JBR 104 (2019), pp. 520-528

Persistent link: https://www.econbiz.de/10012105188

The influence of on-line brand community characteristics on community commitment and brand loyalty

Jang, Heehyoung; Olfman, Lorne; Ko, Ilsang; Koh, Joon; … - In: International journal of electronic commerce : IJEC 12 (2007/08) 3, pp. 57-80

Persistent link: https://www.econbiz.de/10003698439

Communitas and civitas : an idiographic model of consumer collectives

Collins, Nathalie; Murphy, Jamie - In: Journal of global scholars of marketing science : … 24 (2014) 3, pp. 279-294

Persistent link: https://www.econbiz.de/10010408200

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