Similar Search Results

Leveraging a luxury fashion brand through social media

Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European research on management and business economics 25 (2019) 1, pp. 15-22

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

Persistent link: https://www.econbiz.de/10011956812

What matters to store Brand Equity? : an approach to Spanish large retailing in a downturn context

Calvo-Porral, Cristina; Martínez Fernández, Valentín … - In: Investigaciones europeas de Dirección y Economía de … 19 (2013) 3, pp. 136-146

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...

Persistent link: https://www.econbiz.de/10011957434

The development and change in city branding : a content analysis of the literature

Oguztimur, Senay; Akturan, Ulun - 2014

The purpose of this study is to systematically review the city branding literature to provide an explicated and … organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city … growing interest from different disciplines for city branding as a research domain. Therefore, it is concluded that, city …

Persistent link: https://www.econbiz.de/10011492998

Risikomanagement unter Marketinggesichtspunkten

Bielefeldt, Jonas - 2010

Persistent link: https://www.econbiz.de/10003943229

Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan

Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Persistent link: https://www.econbiz.de/10009759740

A review of online trust branding strategies of financial services industries in Malaysia and Australia

Teck Ming Tan; Devinaga, Rasiah - In: Advances in management & applied economics 1 (2011) 1, pp. 125-150

channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was … detailed analysis of online trust branding strategies, including communicating brand trust and value, and building brand … branding. Conversely the bank retailers in Malaysia only provided basic online financial services and no guarantee of refund …

Persistent link: https://www.econbiz.de/10009240726

How Global are Global Brands? An Empirical Brand Equity Analysis

Cleff, Thomas; Fischer, Lena; Sepulveda, Cesar J.; … - 2010

The term “global brand” has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the “Best Global Brands” (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or...

Persistent link: https://www.econbiz.de/10014197854

Brands, Competition and the Law

Desai, Deven R.; Waller, Spencer Weber - 2015

a higher price than the consumer might otherwise pay. Branding explicitly contemplates reducing or eliminating price … conclude that branding is so central to the business world, the modern economy, and the law that legal discourse must …

Persistent link: https://www.econbiz.de/10014198461

Brand Gravity and Performance in Satellite Markets

Rajagopal, Dr - 2009

One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which vary socio-demographically. Though most urban markets look alike, they can be segmented as central markets, satellite markets located in suburban habitats and industrial and...

Persistent link: https://www.econbiz.de/10014199521

Consumers' Extent of Evaluation in Brand Choice

Murthi, B. P. S.; Srinivasan, Kannan - 1999

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. We examine whether consumers actively evaluate the brands on every occasion. We propose a multistate choice model with...

Persistent link: https://www.econbiz.de/10014204364