Customer relationship management for brand commitment and brand loyalty [PDF]
, 2015 This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector.
Uduma, Idika Awa +2 more
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Unlocking the mediating dynamics of social media marketing on Tanzanian university brands: beyond the hashtag era [PDF]
Journal of Money and BusinessPurposeThis study examines the relationship between social media marketing, content management, and university brand performance in the higher education context.
Mohamed Issa Buzohera
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What defines “successful” university brands? [PDF]
, 2010 Purpose. Branding in universities has become an increasingly topical issue among practitioners, with some institutions committing substantial financial resources to branding activities.
Chapleo, Chris
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A relational insight of brand personification in business-to-business markets [PDF]
, 2010 Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify ...
Bourlakis, Michael +2 more
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Market-Driven Management and Intangible Assets in Global Television Set Manufacturers [PDF]
, 2010 The television set industry is a global sector where the most competitive companies are market-driven. Their competitive advantage is based not only on their ability to innovate products but also on their capability to develop and strengthen intangible ...
Bartlett, Christopher A. +5 more
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Millennial cultural consumers : Co-creating value through brand communities [PDF]
, 2014 The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations.
Astafyeva, Alexandra, Halliday, Sue
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Brand management in mergers and acquisitions: emerging market multinationals venturing into advanced economies [PDF]
, 2018 Purpose: This paper focuses on emerging market firms that internationalize into advanced economies by means of acquisitions. This paper aims to describe and discuss brand management in post-acquisition integration from a multi-level perspective and ...
Liu, Yipeng +3 more
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Questiones publicitarias, 2009 Tilde Helding, Charlotte F. Knudtzen, Mogens Bjerre Routedge, New York, 2009
Heding, Tilde +2 more
openaire +5 more sources
An application of impression management theory on corporate storytelling for branding in examining internal stakeholders’ corporate brand perceptions [PDF]
The Retail and Marketing Review, 2019 Research purpose: The paper evaluates perspectives of Impression Management theory applied to examine the relationship between brand storytelling and internal stakeholders’ corporate brand perceptions. This is as result of paucity of research and complex
B Nyagadza +2 more
doaj
Strategic Design through Brand Contextualization [PDF]
, 2013 Providing meaningful customer experience is at the core of any successful business activity. Brands can function as vehicles to bundle the ingredients of experience together and give them structure by which consumers are able to understand and interpret ...
Karjalainen, Toni-Matti +2 more
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