Results 11 to 20 of about 8,245 (182)

The multi-layered nature of the internet-based democratization of brand management [PDF]

, 2012
The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders.
Allen, Anderson, Anderson, Antorini, Argenti, Arnhold, Belk, Berger, Berners-Lee, Berners-Lee, Berthon, Berthon, Berthon, Berthon, Bhalla, Bjoern Asmussen, Bourdieu, Box, Boyd, Brants, Brown, Brown, Burmann, Burmann, Burt, Cammaerts, Carroll, Christodoulides, Christodoulides, Coates, Coleman, Coleman, Constantinides, Conway, Coté, Cova, Cova, Creswell, de Chernatony, Deuze, Dholakia, Donath, Dumenco, Ellison, Esmann Andersen, Ferlander, Firat, Fisher, Fombrun, Fournier, French, Fuchs, Füller, Füller, Gillin, Graham, Granovetter, Gregory, Grigoryants, Grugel, Gummesson, Halford, Handelman, Hara, Harrison, Hatch, Heding, Hemetsberger, Hemetsberger, Hemetsberger, Henley, Hensel, Hollenbeck, Hollenbeck, Jeffery, Jillian Farquhar, Johnson, Johnson, Keen, Kelly, Kemming, Kim, Kozinets, Kozinets, Kramer, Krishnamurthy, Kucuk, Li, Lim, Litvin, Livingstone, Louro, McConnell, McCracken, Merz, Muñiz, Mühlbacher, Mühlbacher, Nahapiet, Neisser, Nicoletta Occhiocupo, O'Guinn, O'Reilly, Palmer, Parameswaran, Piller, Pires, Pitt, Pitt, Plunkett, Plé, Post, Potter, Prahalad, Preece, Proctor, Putnam, Quelch, Rezabakhsh, Rheingold, Roehm, Safko, Sally Harridge-March, Salzer-Mörling, Schau, Schau, Schroll, Simmons, Smith, The Economist, Thompson, Tilly, Torraco, Turner, Tuten, Valenzuela, Verona, Watson, Webb, Weber, Wellman, Williams, Zwick   +142 more
core   +2 more sources

Retro brands in the retailing environment: A review and research propositions [PDF]

International Review, 2017
Since the turn of the 21st century, the rise of retro brands has been generating considerable interest in terms of stimulating positive emotions and influencing consumers' attitudes and retail buying behaviour. The paper presents the results of an extensive review of the recent literature on the role of retro brands in the retail context and consumer ...
openaire   +2 more sources

Examining Retro Marketing Ads From the Perspective of Neuromarketing: The Example of Nestle Brand

Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2020
As a result of the changes experienced today, importance of brands in addressing the emotions of the consumers in order to stand out from the competitors and provide a competitive advantage has increased. Retro marketing is used in marketing communication messages in order to create an emotional connection with the brand and to make it a part of daily ...
Nurcan YÜCEL, Atilla YÜCEL, Yunus Emre GÜR, Koray GÜNDÜZ   +3 more
openaire   +3 more sources

Patrimoine de marque : le passé au service du management de la marque [PDF]

, 2017
Researchers and practitioners talk about brand heritage even though its meaning and its difference from related concepts are not entirely clear. Through a review of the multidisciplinary literature, this article distinguishes brand heritage from the ...
Aaker D, Académie Française, Académie Française, Arnould E, Baker SM, Beck S, Brown L, Chastel A, De Certeau M, Defanti M, Desvallées A, Desvallées A, Dion D, Fowler P, Fraisse P, Frost W, Geertz C, Ghosh S, Hallegatte D, Hartog F, Hobsbawm E, Kessous A, Kotler P, Lecocq X, Leniaud JM, Lowenthal D, Lowenthal D, Mead GH, Pecot F, Pulh M, Rautenberg M, Ricœur P, Ricœur P, Stolarski M, Usunier J-C, Uzzell D, Vignolles A, White H   +37 more
core   +4 more sources

The effect of retro-looking products oriented consumer attitude on brand loyalty

Pressacademia, 2017
With the rapid development of globalization, the transition was made from industry society to information society. This has profoundly influenced economic and social life, and as a result, marketing practitioners have developed alternative methods of reaching consumers.
Arslan, Baran, Oz, Abdullah
openaire   +2 more sources

Framing Sports Nostalgia: The Case of the New York Islanders’ Fisherman Logo Revival Across Broadcast and Social Media

Histories
Sports teams increasingly use nostalgia-based marketing to spark fan engagement and boost merchandise sales. Yet these efforts can also provoke backlash, especially when they resurrect contested imagery.
Nicholas Hirshon, Klive Oh
doaj   +1 more source

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, Nikitas, Alexandros, Rahe, Ulrike   +2 more
core  

Green Innovation and Firm Efficiency: The Role of Institutional Quality in Italian High‐Tech Manufacturing Sectors

Business Strategy and the Environment, EarlyView.
ABSTRACT The aim of this research is to verify whether institutional quality affects the relationship between green innovation and firm efficiency within the high‐tech manufacturing sectors. To estimate jointly the parameters of a stochastic frontier and the coefficients of a model explaining technical inefficiency, we employed the one‐step estimation ...
Mariarosaria Agostino, Sandro Rondinella, Marianna Succurro   +2 more
wiley   +1 more source

Waiting for a Release: The Expectation in Virtual Gaming Communities

Journal of Consumer Behaviour, EarlyView.
ABSTRACT This study examines how virtual gaming communities influence and maintain player expectations before, during, and after a game's release. A mixed‐methods study was conducted, comprising a netnography followed by an experiment. First, a netnographic study was conducted over 12 months, tracking communities to understand player behavior and ...
Lucas Lopes Ferreira de Souza, Márcia de Freitas Duarte, Felipe Gerhard, João Pedro Pessoa se Castro Pereira, João Victor Locio Silveira   +4 more
wiley   +1 more source

Product‐Related CSR in the Digital Era: Communication Patterns That Drive Consumer Interactions on Social Media

Corporate Social Responsibility and Environmental Management, EarlyView.
ABSTRACT To meet rising sustainability demands, companies increasingly use social media to communicate product‐related CSR initiatives. Consumers' interactions with these messages largely depend on the messages' perceived credibility. However, there remains limited understanding of how firms combine communication characteristics into distinct patterns ...
Judith Derenthal, Waldemar Toporowski
wiley   +1 more source