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Erlebnisorientiertes Marketingmanagement im Internet : Ansatzpunkte und Problemfelder am Beispiel von (virtuellen) Brand Communities
Bauer, Hans H.; Große-Leege, Dirk; Bryant, Melchior D. - In: Interactive Marketing im Web 2.0+ : Konzepte und …, (pp. 113-125). 2007
Persistent link: https://www.econbiz.de/10003565755
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Brand presence in digital space
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
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Reconciling social media with luxury fashion brands : an exploratory study
Ozuem, Wilson; Tan, Kerri - In: Handbook of research on management of cultural products …, (pp. 257-285). 2014
Persistent link: https://www.econbiz.de/10010348360
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Brand value co-creation in a digitalized world : an integrative framework and research implications
Ramaswamy, Venkatram; Ozcan, Kerimcan - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 93-106
Persistent link: https://www.econbiz.de/10011490829
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Erlebnisorientiertes Marketingmanagement im Internet : Ansatzpunkte und Problemfelder am Beispiel von (virtuellen) Brand Communities
Bauer, Hans H.; Große-Leege, Dirk; Bryant, Melchior D. - In: Interactive Marketing im Web 2.0+ : Konzepte und …, (pp. 113-125). 2008
Persistent link: https://www.econbiz.de/10003762115
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Industrial branding in the digital age
Lipiäinen, Heini Sisko; Karjaluoto, Heikki - In: The journal of business & industrial marketing 30 (2015) 6, pp. 733-741
Persistent link: https://www.econbiz.de/10011382403
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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 … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …
Persistent link: https://www.econbiz.de/10012601505
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The strategic use of social media in the fashion industry
Kontu, Hanna; Vecchi, Alessandra - In: Transcultural marketing for incremental and radical …, (pp. 209-233). 2014
Persistent link: https://www.econbiz.de/10010211699
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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
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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