Results 261 to 270 of about 26,600 (310)

Co branding and Strategic Communication

2018
By means of collaboration, the sum of the work becomes more than its indi- vidual parts (Liburd, 2013). This also goes for communication about sustain- able tourism development, where meanings created on the basis of the sum of communication exceed the meanings introduced by individual communicators’ messages.
openaire   +2 more sources

The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty

International Journal of Electronic Commerce, 2008
The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty-in particular, how the hosting type of an on-line brand community affects the relationships between characteristics and community commitment. A survey of 250 respondents
Heehyoung Jang, Lorne Olfman, Ilsang Ko, Joon Koh, Kyungtae Kim   +4 more
openaire   +1 more source

The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty

2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007
Online community activities are becoming widespread thanks to the expansion of Internet use and the development of information technology. We highlight the importance of online brand, and investigate the relationship between an online community and the online brand.
Heehyoung Jang, Ilsang Ko, Joon Koh
openaire   +1 more source

Brand Communication

2018
This chapter looks at brand communication, emphasizing the importance of understanding involvement and motivation to the development of an effective brand message. It addresses how a brand should be positioned and explores how to develop an effective positioning for a brand within marketing communication.
Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan   +2 more
openaire   +1 more source

Corporate brand communication

Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s
openaire   +3 more sources

The Effect of Brand Communication on Brand Equity

Asian Journal of Research in Business Economics and Management, 2015
Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication in brand equity. Data were collected through random questionnaires consumers. 260 questionnaires were distributed in the
Hamed Karamian, Fatemeh Farahani, Majid Heidari Dehkordi, Saeed Latifi   +3 more
openaire   +1 more source

The Effect of Brand Communication Style on Brand Engagement in Online Brand-Based Communities

2016
Social media, and specifically brand-based online communities, have revolutionized consumer-brand interactions. For the first time ever, the brand itself can converse with consumers. Hence a key question emerges: how should brands communicate with their fans in these communities?
Anaïs Gretry, Csilla Horváth, Allard van Riel   +2 more
openaire   +1 more source

Brand knowledge, brand community and brand engagement

2021
Suraksha Gupta, Dongmei Cao, Aisha Abuelmaatti   +2 more
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“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

European Journal of Marketing, 2022
Amelia Brandao
exaly  

Brand communication

2014
Nell'offrire un inquadramento sintetico ma esaustivo sul tema della gestione e comunicazione della marca, dapprima il libro illustra con chiarezza costrutti e concetti che definiscono il brand in letteratura, poi affront ain dettaglio le diverse fasi della vita della marca, e approfondisce la centralità del processo comunicativo nella progettazione di
openaire   +1 more source