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 …

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is … to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand … trust, and brand loyalty. Data was collected from 242 social media users in Saudi Arabia and the model was tested by …

Purpose – Brand fan pages on social networks have become very popular online services. However, empirical research on … customer-brand relationship and what motivates users to participate.Design/methodology/approach – For this a framework was … influence from online service usage behavior on the fan page on the customer-brand relationship. Furthermore, the paper …