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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

literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open … methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and … 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

Indian women and Facebook apparels brand communities : a study with reference to Koovs, Myntra and Shein

Kanupriya - In: International journal of technology marketing : IJTMkt 15 (2021) 2/3, pp. 316-331

Persistent link: https://www.econbiz.de/10012693538

The influence of brand community on co-creation : a cross national study of the brand AXE in France and Tunisia

Benmiled-Cherif, Héla; Kaufmann, Hans Rüdiger; … - In: World review of entrepreneurship, management and … 12 (2016) 2/3, pp. 285-299

Persistent link: https://www.econbiz.de/10011573426

Brand identity and virtual brand community for the success of co-creation

Benmiled-Cherif, Héla - In: Journal for international business and entrepreneurship … 9 (2016) 2, pp. 222-236

Persistent link: https://www.econbiz.de/10011610708

Investigating the role of customer brand engagement and relationship quality on brand loyalty : an empirical analysis

Nagaraj, Samala; Singh, Sapna - In: International journal of e-business research : an … 14 (2018) 3, pp. 34-53

Persistent link: https://www.econbiz.de/10011886502

The time-varying effectiveness of customer engagement in social media

Annamalai, Balamurugan; Varshney, Sanjeev - In: International journal of internet marketing and … 13 (2019) 4, pp. 338-358

Persistent link: https://www.econbiz.de/10012155309

Linking customer engagement to trust and word-of-mouth on Facebook brand communities : an empirical study

Islam, Jamid Ul; Rahman, Zillur - In: Journal of internet commerce 15 (2016) 1, pp. 40-58

Persistent link: https://www.econbiz.de/10011636431

Examining the drivers and brand performance implications of customer engagement with brands in the social media environment

De Vries, Natalie Jane; Carlson, Jamie - In: The journal of brand management : an international journal 21 (2014) 6, pp. 495-515

Persistent link: https://www.econbiz.de/10010423856

Customer engagement in a Facebook brand community

Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877

Persistent link: https://www.econbiz.de/10009660470

The effects of regulatory fit on customer brand engagement : an experimental study of service brand activities in social media

Solem, Birgit Andrine Apenes; Pedersen, Per Egil - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 445-468

Persistent link: https://www.econbiz.de/10011483105

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