Results 71 to 80 of about 870,720 (262)
How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms [PDF]
arXiv, 2022 With the proliferation of social activism online, brands face heightened pressure from consumers to publicly address these issues. Yet, the optimal brand response strategy (i.e., whether and how to respond) in these contexts remains unclear. This research investigates consumers' reactions to brand response strategies (e.g., engage vs.
arxiv
Applying marketing’s new dominant logic for interpreting customer experiences with brands [PDF]
, 2010 The concept of customer experience is evolving to an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains ...
Ismail, AR +3 more
core
, 2016 Brand Marketing Overview – history and strategies Brand Equity – brand building and customer value Brand Positioning – identifying customer segments Choosing Brand Elements – tactics Designing Brand Building Marketing Programs – product, pricing and ...
Kotovs'ka, Iryna +1 more
core +1 more source
Social media self-branding and success: Quantitative evidence from a model competition [PDF]
arXiv, 2020 Thanks to the availability of large online data sets, it has become possible to quantify success in different fields of human endeavour. The study presented here contributes to this literature in evaluating the effect of social media activity, as a means of 'self-branding', to increase the chances of models being elected for the Playboy Magazine's ...
arxiv
Model of Management of the Company’s Brand Capital Модель управления марочным капиталом предприятия [PDF]
Bìznes Inform, 2013 The article shows the role of the brand capital in modern economic transformations; considers market and social manifestations of the brand capital; reveals and analyses factors of influence upon formation and functioning of the mechanism of management ...
Yevtushenko Anna V.
doaj
System solution of evaluation of the brand management’s efficiency in the competitive environment: a methodology of benchmarking [PDF]
Marketing i Menedžment Innovacij, 2014 The aim of the article. The article is based on generalization of the results of leading scientists in the brand management sphere. It is proved that using of benchmarking to assess the brand management effectiveness is the most appropriate evaluation ...
Kendiukhov Oleksandr Volodymyrovych
doaj
A Quantitative Study of the Impact of Social Media Reviews on Brand Perception [PDF]
arXiv, 2017 This thesis can be categorized under the Influencer Marketing industry with respect to social media initiatives. Influencer marketing is a modern tactic used by brands to enhance their visibility to their target audience by using the services of influential people.
arxiv
The Open Brands Dataset: Unified brand detection and recognition at scale [PDF]
arXiv, 2020 Intellectual property protection(IPP) have received more and more attention recently due to the development of the global e-commerce platforms. brand recognition plays a significant role in IPP. Recent studies for brand recognition and detection are based on small-scale datasets that are not comprehensive enough when exploring emerging deep learning ...
arxiv
Measuring brand image: Shopping centre case studies [PDF]
, 2002 'Branding' is well known for consumer products but power has shifted from manufacturers' brands towards retailers'. The term 'image' is more common than 'brand' in the context of shopping centres, but 'branding' may become more important.
Cockett, T +4 more
core +1 more source
Aktualʹnì Problemi Rozvitku Ekonomìki RegìonuThe article researches the theoretical aspects of brand- and PR-management of enterprises in the hotel and restaurant industry as one of the tools for increasing the competitiveness of tourist enterprises.
А. Бетлей +3 more
doaj +1 more source