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~person:"Kumar, Vikas"
~person:"Kunkel, Thilo"
~subject:"Brand management"
~subject:"Öffentlichkeitsarbeit"
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Search: subject_exact:"Virtuelle Gemeinschaft"
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Brand management
Öffentlichkeitsarbeit
Social Web
21
Social web
21
Internet marketing
15
Online-Marketing
15
Markenführung
13
Consumer behaviour
11
Konsumentenverhalten
11
social media
10
Beziehungsmarketing
8
Brand image
8
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8
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8
Athletes
7
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6
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6
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4
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4
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Athlete branding
2
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2
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brand architecture
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Kumar, Vikas
Kunkel, Thilo
Loureiro, Sandra Maria Correia
14
Cova, Bernard
10
Gázquez-Abad, Juan Carlos
10
Saxton, Gregory D.
10
Martínez-López, Francisco J.
9
Rita, Paulo
9
Veloutsou, Cleopatra
9
Filieri, Raffaele
8
Hajli, Nick
8
Pleil, Thomas
8
Scott, David Meerman
8
Burmann, Christoph
7
Camilleri, Mark Anthony
7
Etter, Michael
7
Guo, Chao
7
Hollebeek, Linda D.
7
Kucharska, Wioleta
7
Melewar, T. C.
7
Theobald, Elke
7
Bang, Nguyen
6
Dessart, Laurence
6
Füller, Johann
6
Harrigan, Paul
6
Haverila, Kai
6
McLaughlin, Caitlin
6
Ranfagni, Silvia
6
Schivinski, Bruno
6
Waters, Richard D.
6
Becker, Kip
5
Bernritter, Stefan F.
5
Bilro, Ricardo Godinho
5
Johnen, Marius
5
Karjaluoto, Heikki
5
Kim, Hye-yŏng
5
Ko, Eunju
5
Kumar, Jitender
5
Langaro, Daniela
5
Luoma-aho, Vilma
5
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European Sport management quarterly : ESMQ
4
Sport marketing quarterly : preferred journal of the Sport Marketing Association
3
Journal of retailing and consumer services
2
Journal of consumer marketing
1
Journal of global marketing
1
Journal of sport management : the official journal of the North American Society of Sport Management
1
Marketing intelligence & planning
1
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ECONIS (ZBW)
13
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1
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13
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1
Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev
;
Kumar, Vikas
;
Kaushik, Arun Kumar
; …
- In:
Journal of global marketing
36
(
2023
)
4
,
pp. 319-338
Persistent link: https://www.econbiz.de/10014390288
Saved in:
2
Managing social media through crisis : a content analysis of Instagram posts before and during the COVID-19 pandemic
Kennedy, Heather
;
Bredikhina, Nataliya
;
Athanas-Linden, …
- In:
Sport marketing quarterly : preferred journal of the …
32
(
2023
)
4
,
pp. 284-301
Persistent link: https://www.econbiz.de/10014475745
Saved in:
3
Superboosting the athlete social media brand : events as an opportunity for follower growth
Bredikhina, Nataliya
;
Gupta, Keshav
;
Kunkel, Thilo
- In:
European Sport management quarterly : ESMQ
23
(
2023
)
6
,
pp. 1819-1842
Persistent link: https://www.econbiz.de/10014443786
Saved in:
4
The influence of personal branding and institutional factors on the name, image, and likeness value of collegiate athletes' social media posts
Cocco, Adam R.
;
Kunkel, Thilo
;
Baker, Bradley J.
- In:
Journal of sport management : the official journal of …
37
(
2023
)
5
,
pp. 359-370
Persistent link: https://www.econbiz.de/10014340593
Saved in:
5
Role of customer perceived brand ethicality in inducing engagement in online brand communities
Kumar, Vikas
;
Kaushal, Vikrant
;
Shashi
- In:
Journal of retailing and consumer services
71
(
2023
),
pp. 1-8
Persistent link: https://www.econbiz.de/10014253572
Saved in:
6
Engaging luxury brand consumers on social media
Kumar, Vikas
;
Khan, Imran
;
Fatma, Mobin
;
Singh, Amrinder
- In:
Journal of consumer marketing
39
(
2022
)
1
,
pp. 121-132
Persistent link: https://www.econbiz.de/10013165321
Saved in:
7
Athlete interrupted : exploration of athletes' personal brand management in times of crisis
Bredikhina, Nataliya
;
Sveinson, Katherine
;
Kunkel, Thilo
- In:
Sport marketing quarterly : preferred journal of the …
31
(
2022
)
3
,
pp. 212-227
Persistent link: https://www.econbiz.de/10013411489
Saved in:
8
Becoming more than an athlete : developing an athlete's personal brand using strategic philanthropy
Kunkel, Thilo
;
Doyle, Jason
;
Na, Sangwon
- In:
European Sport management quarterly : ESMQ
22
(
2022
)
3
,
pp. 358-378
Persistent link: https://www.econbiz.de/10013271113
Saved in:
9
Athlete branding via social media : examining the factors influencing consumer engagement on Instagram
Doyle, Jason P.
;
Su, Yiran
;
Kunkel, Thilo
- In:
European Sport management quarterly : ESMQ
22
(
2022
)
4
,
pp. 506-526
Persistent link: https://www.econbiz.de/10013350474
Saved in:
10
Enhancing participation intentions in online brand communities
Kumar, Vikas
- In:
Marketing intelligence & planning
40
(
2022
)
7
,
pp. 898-913
Persistent link: https://www.econbiz.de/10013393592
Saved in:
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