Results 301 to 310 of about 65,317 (357)
Some of the next articles are maybe not open access.
Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
openaire +1 more source
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
openaire +1 more source
Relationship of Brand Community Characteristics with Brand Community Engagement
RADS Journal of Business Management, 2019Within the era of branding and consumer liberalization, the dynamics of engaging the brand community remained the center of attention for marketers. Referring to the existing literature this research aimed to establish the causal linkage between brand community characteristics- member’s familiarity, trust with each other and perceived personalization ...
null Nawaz Ahmad +2 more
openaire +1 more source
Self-Brand Congruity and Brand Communication
2014Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity.
Rajabi, Mahdi +2 more
openaire +2 more sources
Brand communities for mainstream brands: the example of the Yamaha R1 brand community
Journal of Consumer Marketing, 2012PurposeThe purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in the context of a brand community dedicated to a mainstream Japanese motorcycle brand.Design/methodology/approachA qualitative research approach was used in the form of netnography (i.e.
openaire +1 more source
SSRN Electronic Journal, 2009
Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive ...
Dholakia, Utpal M, Algesheimer, René
openaire +2 more sources
Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive ...
Dholakia, Utpal M, Algesheimer, René
openaire +2 more sources
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.
openaire +1 more source
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.
openaire +1 more source
Co branding and Strategic Communication
2018By 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, 2008The 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 +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), 2007Online 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
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 +2 more
openaire +1 more source
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 +2 more
openaire +1 more source