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Expanding understanding of brand value co-creation on social media from an S-D logic perspective : introducing structuration theory
Simmons, Geoffrey; Durkin, Mark - In: Marketing theory 23 (2023) 4, pp. 607-629
Persistent link: https://www.econbiz.de/10014631364
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Authenticity negotiation : how elite athletes (re)present themselves as personal brands
Bredikhina, Nataliya; Kunkel, Thilo; Kudesia, Ravi - In: Journal of sport management : the official journal of … 38 (2024) 1, pp. 53-70
Persistent link: https://www.econbiz.de/10014634939
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What's in a name? : a case study of NBA baskeball in Charlotte
Wear, Henry; Collins, Dorothy R.; Heere, Bob - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 2, pp. 124-134
Persistent link: https://www.econbiz.de/10012173523
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Brand activism and millennials : an empirical investigation into the perception of millennials towards brand activism
Shetty, A. Shivakanth; Venkataramaiah, Nagendra Belavadi; … - In: Problems and perspectives in management : PPM ; … 17 (2019) 4, pp. 163-175
Persistent link: https://www.econbiz.de/10012175945
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Branding in a hyperconnected world : refocusing theories and rethinking boundaries
Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, … - In: Journal of marketing 84 (2020) 2, pp. 24-46
Persistent link: https://www.econbiz.de/10012176536
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Up, up, and away : upgrading as a response to dissimilar brand users
Wang, Yajin; John, Deborah Roedder - In: Journal of marketing research 56 (2019) 1, pp. 142-157
Persistent link: https://www.econbiz.de/10012177249
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Strategic brand storytelling
Mills, Adam J. - In: Journal of strategic marketing 31 (2023) 7, pp. 1239-1242
Persistent link: https://www.econbiz.de/10014553075
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Brand transitions in emerging markets : an exploratory perspective and research framework
Narayanan, Priya - In: Journal of strategic marketing 32 (2024) 3, pp. 333-357
Persistent link: https://www.econbiz.de/10014553256
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Conceptualizing agile branding : dimensions and antecedents for managing brands in a dynamic environment
Pöhlmann, Michaela; Seitz, Jürgen - In: Administrative Sciences : open access journal 14 (2024) 6, pp. 1-26
is the first to conceptualize agile branding, offering scientists and practitioners values and principles on how brands …
Persistent link: https://www.econbiz.de/10014576834
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Marketing in a Transition Economy : New Realities, Challenges, and Prospects
Hossain, Muhammad Ismail; Akter, Nasrin; Muzareba, … - 2024
University of Sheffield; the UK Cabinet Office; Barnsley City Council, England; SME Foundation Bangladesh; and Care Bangladesh. …
Persistent link: https://www.econbiz.de/10014577563