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Content marketing strategy of branded YouTube channels

Wang, Rang; Chan-Olmsted, Sylvia M. - In: Journal of media business studies 17 (2020) 3/4, pp. 294-316

Persistent link: https://www.econbiz.de/10012312168

Reaching for customer centricity : wine brand positioning configurations

Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21

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 …

Persistent link: https://www.econbiz.de/10012601505

The amplifying effect of branded queries on advertising in multi-channel retailing

Méndez Suárez, Mariano; Monfort, Abel - In: Journal of business research : JBR 112 (2020), pp. 254-260

Persistent link: https://www.econbiz.de/10012230588

Defensive strategy against a private label : building brand premium for retailer cooperation

Choi, Seung-chan - In: Journal of retailing and consumer services 34 (2017), pp. 335-339

Persistent link: https://www.econbiz.de/10011629447

Interaction between channel strategy and store brand decisions

Jin, Yannan; Wu, Xiaole; Hu, Qiying - In: European journal of operational research : EJOR 256 (2017) 3, pp. 911-923

Persistent link: https://www.econbiz.de/10011639261

Luxury fashion brands embracing the digital : an exploratory study to unfold the success strategy

Chadha, Kashika; Ahuja, Yukti - In: Manthan : journal of commerce and management 7 (2020) 1, pp. 60-75

Persistent link: https://www.econbiz.de/10012291508

Perception is reality... : how digital retail environments influence brand perceptions through presence

Cowan, Kirsten; Spielmann, Nathalie; Horn, Esther; … - In: Journal of business research : JBR 123 (2021), pp. 86-96

Persistent link: https://www.econbiz.de/10012430468

Estimating consumer brand engagement with brand equity via brand trust for organic retail products on social media

Saikia, Winee; Bhattacharjee, Abhigyan - In: International journal of internet marketing and … 21 (2024) 1/2, pp. 118-148

Persistent link: https://www.econbiz.de/10015066819

Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects

Knoll, Johannes; Schramm, Holger; Schallhorn, Christiana; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 720-743

Persistent link: https://www.econbiz.de/10011547760

The impact of digital marketing communication on brand awareness and purchase intention : does customer engagement mediate the relationship between brand awareness and purchase int...

Abdullah, Mahdi Mahmoud Haji Haider - In: International journal of Islamic marketing and branding 5 (2020) 4, pp. 288-299

Persistent link: https://www.econbiz.de/10012512829