Results 281 to 290 of about 26,600 (310)
Some of the next articles are maybe not open access.
Brand Communication Based on Brand Gender
2012A core task of marketing is the enhancement of brand equity. This is significantly influenced by brand personality. A person's most prominent characteristic is his or her gender. Pronounced masculinity or femininity is perceived as particularly attractive. This article transfers this phenomenon on to brands.
van Tilburg, Miriam, Lieven, Theo
openaire +1 more source
Antecedents and purchase consequences of customer participation in small group brand communities
International Journal of Research in Marketing, 2006Richard P Bagozzi, Utpal M Dholakia
exaly
We love to hate them! Social media-based anti-brand communities in professional football
International Journal of Sports Marketing and Sponsorship, 2016Bastian Popp +1 more
exaly
Introducing branded communities in sport for building strong brand relations in social media
Sport Management Review, 2016Bastian Popp, Herbert Woratschek
exaly
Unveiling heterogeneous engagement-based loyalty in brand communities
European Journal of Marketing, 2019Laurence Dessart +2 more
exaly
Each can help or hurt: Negative and positive word of mouth in social network brand communities
International Journal of Research in Marketing, 2016Oliver Schnittka +2 more
exaly