Results 51 to 60 of about 917 (179)

Financing of adverts and its impact on the brand value

Littera Scripta, 2020
The brand represents an important role not only for managers of companies of different sizes in strategic decisions, but also for consumers in their daily lives.
Margareta Nadanyiova, Jana Kliestikova, Judit Olah
doaj   +1 more source

Involuntary Versus Voluntary Disclosure: Evidence From Digital Tools

Business Strategy &Development, Volume 8, Issue 4, December 2025.
ABSTRACT This paper examines the relationship between the information articulated in sustainability and/or integrated reports and the external information propagated through digital tools. We aim to assess whether organizations incorporate all the information involuntarily disclosed through their institutional websites, social media, encyclopedic ...
Daniela Cicchini, Alberto Manzari
wiley   +1 more source

ADVERTISING AND MARKETING STRATEGY OF THE COMPANY AS THE TOOL FOR MEDIA BRAND VALUE MANAGEMENT

Вестник Кемеровского государственного университета, 2015
The purpose of research is to determine the correlation between the formation of the company’s advertising policy and its brand value. The data of CTC Company was used for the analysis. The study focuses on the brand as an intangible asset of the company.
T. V. Markova
doaj  

Digital Luxury in the Metaverse: How Non‐fungible Tokens Shape Resistance to Negative Information and Brand Purchase Intention

Journal of Consumer Behaviour, Volume 24, Issue 5, Page 2384-2401, September 2025.
ABSTRACT As digital environments continue to expand and blockchain technology advances, luxury brands are increasingly focusing on enhancing brand value and communication with consumers through digital assets within the metaverse. Drawing on value–attitude–behavior (VAB) theory, this study examines how luxury brands are leveraging non‐fungible tokens ...
Minjung Cho, Erin Cho
wiley   +1 more source

Estrategias de videomarketing online. Tipología por sectores de negocio

Communication & Society (Formerly Comunicación y Sociedad), 2017
La Web 2.0 representa el éxito del audiovisual. El consumo de vídeo online se mantiene al alza, en una tendencia que se augura continuará a corto y medio plazo. Los dispositivos móviles incrementan su consumo.
Carmen Costa-Sánchez
doaj   +1 more source

Technology‐Aided Customer Experience Innovation: Implementation Modes in Retail

Creativity and Innovation Management, Volume 34, Issue 2, Page 414-426, June 2025.
ABSTRACT Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology.
Federico Artusi, Stefano Magistretti, Emilio Bellini, Claudio Dell'Era   +3 more
wiley   +1 more source

Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value? [PDF]

Spanish Journal of Marketing-ESIC
PurposePrevious research examining the association between brand value and sustainability has largely focused on corporate sustainability efforts measured through environmental, social and governance indices, rather than on customer perceptions of those ...
Gabriela Salinas, Carmen Abril
doaj   +1 more source

Identification as a Sword in the War for Talent: Understanding Organizational Identification Through a Prospective Employee Lens

Psychology &Marketing, Volume 42, Issue 4, Page 955-969, April 2025.
ABSTRACT In the intense “war for talent”, companies increasingly leverage employer branding. Previous research cites the relevance of identification for current employees (internal employer branding); our research instead addresses the relevance of identification for attracting prospective employees (external employer branding).
Anna S. Hollstein, Michael Schade, Christopher Kanitz, Christoph Burmann   +3 more
wiley   +1 more source

THE ROLE OF FINANCIAL PERFORMANCE IN DIFFERENCE OF TWO MANUFACTURER’S BRAND VALUE

Annals of the University of Oradea: Economic Science
Brands are becoming more and more important for enterprises that spend significant amounts on building strong ones. Howewer, the value of brands and the way it should be represented in financial reports is still controversial. Our general objective is to
Alexandra SZEKERES, Ivett BARTA, Gergő TÖMÖRI   +2 more
doaj   +1 more source

ANALYSING THE SECTORS AND COUNTRIESOF ORIGIN FOR THE TOP RANKING BRANDS.ARE THERE ANY COMMON PATTERNS? [PDF]

Management & Marketing, 2019
It is a well-known fact that brands play an increasingly important role in our lives. The branding process becomes a reality for even those who strictly separate themselves from the world of brands: there is no longer any sector where brands would not
Erika KULCSÁR, Kinga SZŐCS
doaj