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Do you love me? The relationship between sport-related branded entertainment and brand love

Liebl, Hildegard; Turčínková, Jana; Beinhauer, Rupert; … - In: Cogent Business & Management 9 (2022) 1, pp. 1-15

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and provides a research gap. This research investigates...

Persistent link: https://www.econbiz.de/10014505413

"Ist das Marketing am Ende?": Status quo und Perspektiven im Verhältnis von Marketing und Unternehmenskommunikation

Bürker, Michael - In: PraxisWISSEN Marketing 8 (2023) 01/2023, pp. 11-35

Neue Entwicklungen und gestiegene Anforderungen stellen das Marketing in Frage. Produktmanagement und Vertrieb agieren in eigenen Einheiten, das Marketing wird auf Marketingkommunikation reduziert. Zugleich beansprucht die Unternehmenskommunikation die Führerschaft über die gesamte...

Persistent link: https://www.econbiz.de/10014517428

Good native advertising isn’t a secret

Campbell, Colin L.; Marks, Lawrence J. - In: Business horizons 58 (2015) 6, pp. 599-606

Persistent link: https://www.econbiz.de/10011392828

The social media transformation process : curating content into strategy

Kilgour, Mark; Sasser, Sheila L.; Larke, Roy - In: Corporate communications : an international journal 20 (2015) 3, pp. 326-343

Persistent link: https://www.econbiz.de/10011401381

Optimization in online content recommendation services : beyond click-through rates

Besbes, Omar; Gur, Yonatan; Zeevi, Assaf - In: Manufacturing & service operations management : M & SOM 18 (2016) 1, pp. 15-33

Persistent link: https://www.econbiz.de/10011437902

Factors influencing popularity of branded content in Facebook fan pages

Sabate, Ferran; Berbegal-Mirabent, Jasmina; Cañabate, … - In: European management journal 32 (2014) 6, pp. 1001-1011

Persistent link: https://www.econbiz.de/10010432110

Charity appeal story with a tribal stigma anti-climax twist : consequences of revealing unanticipated information in storytelling

Nguyen, Doan T. - In: Journal of strategic marketing 23 (2015) 4, pp. 337-352

Persistent link: https://www.econbiz.de/10011405799

Marketing digitalnog sadržaja za organizacije kao kupce

Rakić, Beba; Rakić, Mira - In: Ekonomika : međunarodni časopis za ekonomsku teoriju … 60 (2014) 1, pp. 84-93

Persistent link: https://www.econbiz.de/10010394485

Impact assessment of social media usage in B2B marketing : a review of the literature and a way forward

Tiwary, Nishant Kumar; Kumar, Rishi Kant; Sarraf, Shagun; … - In: Journal of business research : JBR 131 (2021), pp. 121-139

Persistent link: https://www.econbiz.de/10012544944

The effect of e-WOM and content marketing on customers' purchase intention

Kajtazi, Kaltrina; Zeqiri, Jusuf - In: International journal of Islamic marketing and branding 5 (2020) 2, pp. 114-131

Persistent link: https://www.econbiz.de/10012512771