Results 241 to 250 of about 5,808,331 (291)

Brand Community

Cascade Journal of Knowledge, 2020
The purpose of this presentation is to discuss brand communities. Starting with the definition, the presentation will describe the meaning of the Internet for the emergence of brand communities. Information and communication flows in brand communities will also be discussed.
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Brand Community

2009
Much of consumer behavior is social, impelled by social motives and joint decision making processes, shaped by socially constructed and shared information, and governed by social norms, influences, rituals, traditions, and taboos. Over the last decade, consumer researchers have increasingly turned their attention to social processes. Among other things,
Dholakia, Utpal M, Algesheimer, René
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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.
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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
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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
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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
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Brand Communities

2012
Im Mittelpunkt dieser Arbeit stehen die kulturellen online Brand Communities. Dazu wurde der Forschungsstand der normalen (online) Brand Communities als Basis genau untersucht. Es wird auf virtual Communites, Social Networks und im Folgenden auf online Brand Communities eingegangen.
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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
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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
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Brand knowledge, brand community and brand engagement

2021
Suraksha Gupta, Dongmei Cao, Aisha Abuelmaatti   +2 more
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