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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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The Use of Celebrity Endorsement As Marketing Communication Strategy by Turkish Airlines
Mamuti, Agim - 2017
specifically in Turkish Airlines, which has long term celebrity branding strategies. Current literature provides evidences that … of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines … objective of this paper is to show application of celebrity endorsement as a branding tool generally in airlines and …
Persistent link: https://www.econbiz.de/10012953683
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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal …
Persistent link: https://www.econbiz.de/10014371857
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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...
Persistent link: https://www.econbiz.de/10014230646
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Effects of Advertising and Product Placement on Television Audiences
Wilbur, Kenneth C.; Sovinsky, Michelle; Ridder, Geert - 2012
Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...
Persistent link: https://www.econbiz.de/10014047419
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An Influence of Advertising on Consumer-based Brand Loyalty : A Case Study on a Sports Shoe Brand in Bhopal India
Bisen, Ayush; Nuangjamnong, Chompu - 2021
This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...
Persistent link: https://www.econbiz.de/10014086123
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An Integrated Model of Alternative Mechanisms of In-Store Display and Feature Advertising on Brand Choice
Zhang, Jie - 2006
marketing literature has suggested twoprominent decision mechanisms through which their effects may take place, which I call …
Persistent link: https://www.econbiz.de/10014058388
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FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember
Hariyana, Nanik - 2017
Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...
Persistent link: https://www.econbiz.de/10012951034
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The Moderating Roles of Chinese Consumers' Social System Confidence on the Effects of Achievement Values Reflected in a Brand and Its Advertising on Brand Attitudes
Choi, Nak-Hwan - 2017
As the market is playing an increasingly important role in the Chinese economy, we ask which value the Chinese people will support, what effect the endorsed value (i.e., achievement) will have on consumers' social system confidence, and how brand symbolism can function in adapting to the social...
Persistent link: https://www.econbiz.de/10012952358