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The impact of integrated marketing communication on customer behavior
Blazheska, Daliborka; Ristovska, Natasha; Klimoska, … - In: UTMS Journal of Economics 12 (2021) 1, pp. 40-50
The application of integrated marketing communications has become an imperative nowadays. Companies try to impose … the answer to how companies can be competitive in their operations by establishing good communication relationships with … customers in the long run. In this paper, special emphasis is placed on the research of how Macedonian companies are aware of …
Persistent link: https://www.econbiz.de/10014465744
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Role of innovation and architectural marketing capabilities in channelling entrepreneurship into performance
Santos Vijande, María Leticia; López Sánchez, José … - In: Journal of innovation & knowledge : JIK 7 (2022) 2, pp. 1-13
Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...
Persistent link: https://www.econbiz.de/10013166696
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Marketing Communications Model for Innovation Networks
Correia, Tiago João; Mateus, Américo; Leonor, Susana - 2015
Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are...
Persistent link: https://www.econbiz.de/10014131990
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Determinants of Consumer Participation in Online Group Buying : An Example of Luggage
Lin, Hui-Tzu - 2017
Under the rise of network group-buying, consumers can form groups of strangers through the Internet, under the leadership of an coordinator, to integrate internal opinions and negotiate with vendors. Therefore, the coordinator gradually becomes a business. In this newly developed business, the...
Persistent link: https://www.econbiz.de/10012958577
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A Brand Culture Approach to Chinese Cultural Heritage Brands
Schroeder, Jonathan E. - 2015
This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang...
Persistent link: https://www.econbiz.de/10013024542
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China's Online Consumerism : Managing Business, Moral Panic and Regulation
Williamson, Dermot - 2018
China's growing consumption is a policy objective (CCCPC, 2016), and commercial success for online retailers, such as Alibaba (Lucas, 2017) that serve China's large number of netizens. Within China's thriving social media, WeChat is a world leading innovator (Yu, 2017). With innovation of its...
Persistent link: https://www.econbiz.de/10012918882
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Possessive Brand Names in Brand Preferences and Choice : The Role of Inferred Control
Khamitov, Mansur; Puzakova, Marina - 2022
Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for...
Persistent link: https://www.econbiz.de/10014085795
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Strategic brand management in function of improving the competitive position of tourist destinations
Blazheska, Daliborka; Ristovska, Natasha; Nakovski, Dejan - In: UTMS journal of economics / University of Tourism and … 14 (2023) 1, pp. 52-62
Creating websites and social media marketing is an integral part of business activities in companies. The Building and …
Persistent link: https://www.econbiz.de/10014327979
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The influence of websites user engagement on the development of digital competitive advantage and digital brand name in logistics startups
Sakas, Damianos P.; Reklitis, Dimitrios P.; … - In: European Research on Management and Business Economics … 29 (2023) 2, pp. 1-18
Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital...
Persistent link: https://www.econbiz.de/10014525632
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Strategic brand management in function of improving the competitive position of tourist destinations
Blazheska, Daliborka; Ristovska, Natasha; Nakovski, Dejan - In: UTMS Journal of Economics 14 (2023) 1, pp. 52-62
Creating websites and social media marketing is an integral part of business activities in companies. The Building and …
Persistent link: https://www.econbiz.de/10014465738