Results 31 to 40 of about 1,566,855 (380)
A new system for evaluating brand importance: A use case from the fashion industry [PDF]
13th ACM Web Science Conference 2021 (WebSci '21 Companion) (pp.
132-136). ACM, New York, NY, USA (2021), 2021 Today brand managers and marketing specialists can leverage huge amount of data to reveal patterns and trends in consumer perceptions, monitoring positive or negative associations of brands with respect to desired topics. In this study, we apply the Semantic Brand Score (SBS) indicator to assess brand importance in the fashion industry. To this purpose,
arxiv +1 more source
The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users [PDF]
, 2022 The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising domain has become available for companies. Brands that manage social media well in their advertising strategies can
arxiv +1 more source
Put your money where your mouth is: Using deep learning to identify consumer tribes from word usage [PDF]
International Journal of Information Management 51, 101924 (2020), 2021 Internet and social media offer firms novel ways of managing their marketing strategy and gain competitive advantage. The groups of users expressing themselves on the Internet about a particular topic, product, or brand are frequently called a virtual tribe or E-tribe.
arxiv +1 more source
At-Risk Brand Relationships and Threats to the Bottom Line
GfK Marketing Intelligence Review, 2018 Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events.
Hupp Oliver +2 more
doaj +1 more source
Jurnal Agrisep, 2021 The competitiveness of local agri-food needs through various marketing strategies. An essential part of the company's marketing strategy and tactics is recognizing product brand equity in the market.
Fitriani Fitriani +5 more
doaj +1 more source
Investigating effectiveness of clandestine advertisement and organizational strategy in brand management [PDF]
Management Science Letters, 2014 This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study.
M. R. Shojaei, Sh. Sabaghi, N. Shirdel
doaj +1 more source
Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
doaj +1 more source
APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT
Management, 2021 Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools.
Liang Rui +2 more
openaire +3 more sources
Scientific and Theoretical Content of the Brand Strategy of a Trading Enterprise [PDF]
Bìznes Inform, 2020 The study notes that the activities of commercial enterprises are constantly becoming more complex, as it is influenced by factors related to economic crises, unstable economic environment, globalization of the economy and digitalization processes.
Zubko Daria O.
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Performant Brand Management Contribution to the Company Success on International Market [PDF]
Theoretical and Applied Economics, 2007 The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image.
Victor Danciu
doaj +1 more source