Results 61 to 70 of about 870,720 (262)
A Brand Culture Approach to Managing Nation‐Brands [PDF]
European Management Review, 2017 The objective of this note is to formulate conceptual links between nation brands, international relations, and politics through the development of research questions that are underpinned by a brand‐culture approach. The focus is on the export of Turkey's soap operas to diverse locations around the globe, but in particular to the Middle East and the ...
openaire +3 more sources
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
core
Businesses, 2023 Brands can be one of a company’s most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed.
Allan Cid +3 more
doaj +1 more source
Brand Attitude in Social Networks: The Role of eWoM [PDF]
arXiv, 2021 This study aims to examine the impact of electronic word-of-mouth (eWoM) marketing on branding attitudes in social networks. Specifically, we investigate the effects of eWoM activities on brand awareness, brand destruction, branding, brand image, and brand competition.
arxiv
Customer Loyalty and Brand Management [PDF]
, 2019 Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek
Rubio Benito, Natalia +1 more
openaire +3 more sources
Is There a Correlation for Companies With a Strong Employment Brand Between Employee Engagement Levels and Bottom Line Results? [PDF]
, 2013 The concept of employer brand was first introduced in 1996, where the authors defined “employer brand” as “the package of functional, economic and psychological benefits provided by employment, and identified with the employing company” (Amber & Barrow ...
Park, Hye Joon, Zhou, Pin
core +1 more source
New-Age Branding and the Public Sector [PDF]
, 2010 {Excerpt} Branding is a means to identify a company’s products or services, differentiate them from those of others, and create and maintain an image that encourages confidence among clients, audiences, and partners. Until the mid-1990s, brand management—
Serrat, Olivier
core +1 more source
Marketing management of a brand [PDF]
European Journal of Service Management, 2018 Branding refers to many aspects of a company’s functioning, as it means a product, a product line, or an entire assortment of companies, as well as a graphic representation of the symbol used by the company. The last meaning of the term “brand” is the whole image of the company that uses it.
Anastazja Magdalena Kasztalska +1 more
openaire +2 more sources
Learning Organization using Conversational Social Network for Social Customer Relationship Management Effort [PDF]
The 2nd International Conference and Seminar on Learning
Organizations, 2014, 2021 The challenge of each organization is how they adapt to the shift of more complex technology such as mobile, big data, interconnected world, and the Internet of things. In order to achieve their objective, they must understand how to take advantage of the interconnected individuals inside and outside the organization. Learning organization continues to
arxiv
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