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Markenführung
Internet marketing
79
Online-Marketing
79
Consumer behaviour
63
Konsumentenverhalten
63
Social Web
59
Social web
59
Brand management
54
Brand image
36
Markenimage
36
Beziehungsmarketing
30
Relationship marketing
30
Brand
25
Social media
25
Markenartikel
24
Viral marketing
19
Virales Marketing
19
Online retailing
14
Online-Handel
14
Advertising effects
12
Werbewirkung
12
Advertising
9
Customer integration
9
Kundenintegration
9
Werbung
9
Brand loyalty
7
China
7
Luxury goods
7
Luxusgüter
7
Markentreue
7
Consumer engagement
6
Facebook
6
E-commerce
5
Electronic Commerce
5
Fashion
5
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Brand love
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4
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4
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Chen, Huan
2
Guzman, Francisco
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Kennedy, Eric
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Stavros, Constantino
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1
Atmaja, Ferry Tema
1
Augusto, Mário Gomes
1
Auruskeviciene, Vilte
1
Ballerini, Jacopo
1
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1
Bargoni, Augusto
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1
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1
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1
Ciappei, Cristiano
1
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1
Cooper, Tony
1
Czarnecka, Barbara
1
De Vita, Jennifer
1
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1
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1
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Dobele, Angela
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1
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The journal of product & brand management
Journal of global marketing
Journal of business research : JBR
83
International journal of internet marketing and advertising : IJIMA
49
Journal of retailing and consumer services
38
The journal of brand management : an international journal
34
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
30
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
28
Journal of promotion management : innovations in planning and applied research
27
Journal of marketing communications
26
International journal of advertising : the review of marketing communications
23
Journal of promotion management : JPM
17
Marketing intelligence & planning
17
Business horizons
15
Journal of internet commerce
15
Cogent business & management
14
Tourism management : research, policies, practice
14
SpringerLink / Bücher
13
Journal of marketing management : MM
12
European journal of marketing : EJM
11
International journal of electronic marketing and retailing : IJEMR
11
Journal of advertising research
11
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
10
Journal of fashion marketing and management
10
Journal of marketing
10
Journal of marketing management : JMM ; journal of the Academy of Marketing
10
Asia Pacific journal of marketing and logistics
9
Industrial marketing management : the international journal for industrial and high-tech firms
9
International journal of hospitality management
9
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
9
Psychology & marketing
9
Social Branding : Strategien - Praxisbeispiele - Perspektiven
9
International journal of consumer studies
8
International journal of technology marketing : IJTMkt
8
European journal of marketing
7
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group
7
International journal of advertising : the quarterly review of marketing communications
7
International journal of sports marketing & sponsorship
7
Journal of international consumer marketing
7
Journal of marketing analytics : JMA
7
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ECONIS (ZBW)
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1
Disengagement toward brand-based online communities : the role of culture
Kumar, Aman
;
Shankar, Amit
- In:
Journal of global marketing
36
(
2023
)
4
,
pp. 268-283
Persistent link: https://www.econbiz.de/10014390286
Saved in:
2
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:
3
To be (family) or not to be (family) : the familiness effect over brand authenticity posts on social media and consumer engagement relationship
Bargoni, Augusto
;
Ballerini, Jacopo
;
Vrontis, Demetris
; …
- In:
The journal of product & brand management
32
(
2023
)
5
,
pp. 713-736
Persistent link: https://www.econbiz.de/10014315439
Saved in:
4
Cultural fusion unleashed : analyzing Xiaomi's multifaceted brand communication strategy across global, Chinese, and Egyptian social media channels
Hassan, Ahmed A. M.
;
Wang, Jia
- In:
Journal of global marketing
37
(
2024
)
2
,
pp. 138-158
Persistent link: https://www.econbiz.de/10014515039
Saved in:
5
The influence of brand-related social media content on customer extra-role behavior : a moderated moderation model
Guttena, Revanth Kumar
;
Wu, Cedric Hsi-Jui
;
Atmaja, …
- In:
The journal of product & brand management
33
(
2024
)
2
,
pp. 220-233
Persistent link: https://www.econbiz.de/10014486330
Saved in:
6
The impact of social media evolution on practitioner-stakeholder relationships in brand management
Cooper, Tony
;
Stavros, Constantino
;
Dobele, Angela R.
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1173-1190
Persistent link: https://www.econbiz.de/10014485559
Saved in:
7
Brands talking on events? : brand personification in real-time marketing tweets to drive consumer engagement
Harrison, Ebenezer Nana Banyin
;
Kwon, Wi-suk
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1319-1337
Persistent link: https://www.econbiz.de/10014485569
Saved in:
8
Brand crowdfunding using followers boosted through gamification affordances : insights from two emerging markets
Nawaz, Muhammad Zahid
;
Nawaz, Shahid
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1355-1373
Persistent link: https://www.econbiz.de/10014485572
Saved in:
9
The impact of employees' social media advocacy on attitudes toward the brand : the mediating role of parasocial relationships
Venciūtė, Dominyka
;
Karalius, Lukas
;
Reardon, James
; …
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1374-1387
Persistent link: https://www.econbiz.de/10014485577
Saved in:
10
Effects of online brand community rituals on customer citizenship behavior : exploring the sequential mediation mechanism
Yang, Shuang
;
Tang, Jiarong
;
Cai, Jian
;
Guo, Gongxing
- In:
The journal of product & brand management
32
(
2023
)
3
,
pp. 393-405
Persistent link: https://www.econbiz.de/10014229053
Saved in:
11
The impact of brand perceptions on the post-to-purchase journey : a family branding perspective
Pink, Caitlin
;
Wilkie, Dean C. H.
;
Graves, Christopher
- In:
The journal of product & brand management
32
(
2023
)
5
,
pp. 737-751
Persistent link: https://www.econbiz.de/10014315441
Saved in:
12
Consumer attitudes and purchase intentions towards internet celebrity self-brands : an integrated view of congruence, brand authenticity and internet celebrity involvement
Tseng, Timmy H.
;
Wang, Han-Yu
- In:
The journal of product & brand management
32
(
2023
)
6
,
pp. 863-877
Persistent link: https://www.econbiz.de/10014315455
Saved in:
13
How do perceived social media marketing activities foster purchase intentions? : a multiple sequential mediation model
Kian Yeik Koay
;
Cheah, Chee Wei
;
Goon, Serena Wooi-U
- In:
Journal of global marketing
36
(
2023
)
3
,
pp. 210-224
Persistent link: https://www.econbiz.de/10014321513
Saved in:
14
How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Theadora, Clarissa
;
Amelia, Maria Veronica
;
Tan, Garry …
- In:
The journal of product & brand management
32
(
2023
)
4
,
pp. 645-660
Persistent link: https://www.econbiz.de/10014281363
Saved in:
15
Online firestorms : an act of civic engagement or a narcissistic boost? : the role of brand misconduct appraisals
Delgado-Ballester, Elena
;
López-López, Inés
;
Bernal, …
- In:
The journal of product & brand management
32
(
2023
)
2
,
pp. 257-272
Persistent link: https://www.econbiz.de/10013552955
Saved in:
16
Love the star, love the team? : the spillover effect of athlete sub brand to team brand advocacy in online brand communities
Wong, Amy
;
Hung, Yu-Chen
- In:
The journal of product & brand management
32
(
2023
)
2
,
pp. 343-359
Persistent link: https://www.econbiz.de/10013552964
Saved in:
17
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities' native advertising effectiveness
Lee, Susanna S.
;
Chen, Huan
;
Lee, Yu-Hao
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
Saved in:
18
Non-sponsored brand-related user-generated content : effects and mechanisms of consumer engagement
St. Davčik, Nebojša
;
Langaro, Daniela
;
Jevons, Colin
; …
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 163-174
Persistent link: https://www.econbiz.de/10012798142
Saved in:
19
Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? : the role of brand love
Wallace, Elaine
;
Torres, Pedro M.
;
Augusto, Mário Gomes
; …
- In:
The journal of product & brand management
31
(
2022
)
2
,
pp. 189-205
Persistent link: https://www.econbiz.de/10013164305
Saved in:
20
Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
Kumar, Jitender
- In:
The journal of product & brand management
31
(
2022
)
5
,
pp. 761-779
Persistent link: https://www.econbiz.de/10013407533
Saved in:
21
Cultivating consumer subjective well-being through online brand communities : a multidimensional view of social capital
Zhou, Zhimin
;
Wang, Rixiang
;
Zhan, Ge
- In:
The journal of product & brand management
31
(
2022
)
5
,
pp. 808-822
Persistent link: https://www.econbiz.de/10013407536
Saved in:
22
Enhancing brand loyalty through online brand communities : the role of community benefits
Huang, Travis K.
;
Wang, Yi-Ting
;
Lin, Kuan-Yu
- In:
The journal of product & brand management
31
(
2022
)
5
,
pp. 823-838
Persistent link: https://www.econbiz.de/10013407539
Saved in:
23
Title redacted : the impact of negative online review censorship
Stevens, Jennifer L.
;
Esmark Jones, Carol L.
; …
- In:
The journal of product & brand management
31
(
2022
)
4
,
pp. 570-585
Persistent link: https://www.econbiz.de/10013393663
Saved in:
24
Bilingual brand communities? : strategies for targeting Hispanics on social media
Villegas, Dino A.
;
Marin, Alejandra Marin
- In:
The journal of product & brand management
31
(
2022
)
4
,
pp. 586-605
Persistent link: https://www.econbiz.de/10013393664
Saved in:
25
Visually communicating brand heritage on social media : champagne on Instagram
Butcher, Joshua
;
Pecot, Fabien
- In:
The journal of product & brand management
31
(
2022
)
4
,
pp. 654-670
Persistent link: https://www.econbiz.de/10013393668
Saved in:
26
Transmission of negative brand-relevant content on social media
Powell, Ashleigh
;
Stavros, Constantino
;
Dobele, Angela
- In:
The journal of product & brand management
31
(
2022
)
4
,
pp. 671-687
Persistent link: https://www.econbiz.de/10013393671
Saved in:
27
Is social media marketing worth it for luxury brands? : the dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions
Song, Sanga
;
Kim, Hye-yŏng
- In:
The journal of product & brand management
31
(
2022
)
7
,
pp. 1033-1046
Persistent link: https://www.econbiz.de/10013429012
Saved in:
28
Effects of social media brand-related content on fashion products buying behaviour : a moderated mediation model
Schivinski, Bruno
;
Pontes, Nicolas
;
Czarnecka, Barbara
; …
- In:
The journal of product & brand management
31
(
2022
)
7
,
pp. 1047-1062
Persistent link: https://www.econbiz.de/10013429018
Saved in:
29
Small sounds, big impact : sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement
Scott, Shawn P.
;
Sheinin, Daniel
;
Labrecque, Lauren I.
- In:
The journal of product & brand management
31
(
2022
)
7
,
pp. 1091-1103
Persistent link: https://www.econbiz.de/10013429053
Saved in:
30
How to generate customer and firm benefits through online game product and brand community engagement : online and offline perspectives
Chang, Chia-Wen
;
Hsu, Chiu-Ping
- In:
The journal of product & brand management
31
(
2022
)
8
,
pp. 1252-1264
Persistent link: https://www.econbiz.de/10013429191
Saved in:
31
Femvertising practices on social media : a comparison of luxury and non-luxury brands
Michaelidou, Nina
;
Siamagka, Nikoletta Theofania
; …
- In:
The journal of product & brand management
31
(
2022
)
8
,
pp. 1285-1300
Persistent link: https://www.econbiz.de/10013429200
Saved in:
32
Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media
Chen, Huan
;
Wang, Ye
;
Qiao, Fei
- In:
Journal of global marketing
34
(
2021
)
1
,
pp. 38-55
Persistent link: https://www.econbiz.de/10012483620
Saved in:
33
The use of different endorser types in advertising : a content analysis of magazine advertisements
Schimmelpfennig, Christian
- In:
Journal of global marketing
32
(
2019
)
3
,
pp. 139-153
Persistent link: https://www.econbiz.de/10012201019
Saved in:
34
I create, you create, we all create - for whom?
Kennedy, Eric
- In:
The journal of product & brand management
26
(
2017
)
1
,
pp. 68-79
Persistent link: https://www.econbiz.de/10011666472
Saved in:
35
Social presence and customer brand engagement on Facebook brand pages
Pongpaew, Wimmala
;
Speece, Mark
;
Tiangoongnern, Leela
- In:
The journal of product & brand management
26
(
2017
)
3
,
pp. 262-281
Persistent link: https://www.econbiz.de/10011744444
Saved in:
36
Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities : do gender differences matter?
Rialti, Riccardo
;
Zollo, Lamberto
;
Pellegrini, …
- In:
Journal of global marketing
30
(
2017
)
3
,
pp. 147-160
Persistent link: https://www.econbiz.de/10011779432
Saved in:
37
Branding in the era of Web 2.0 (and beyond)
Taylor, David
(
ed.
);
Pentina, Iryna
(
ed.
)
-
2017
Persistent link: https://www.econbiz.de/10011777341
Saved in:
38
When perceived ability to influence plays a role : brand co-creation in Web 2.0
Kennedy, Eric
;
Guzman, Francisco
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 342-350
Persistent link: https://www.econbiz.de/10011777351
Saved in:
39
Like is a verb : exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement
Renton, Michelle
;
Simmonds, Hamish
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 365-374
Persistent link: https://www.econbiz.de/10011777364
Saved in:
40
Online brand communities as heterogeneous gatherings : a netnographic exploration of Apple users
Özbölük, Tuğba
;
Dursun, Yunus
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 375-385
Persistent link: https://www.econbiz.de/10011777373
Saved in:
41
Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames
Vashisht, Devika
;
Pillai, Sreejesh S.
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 402-414
Persistent link: https://www.econbiz.de/10011777388
Saved in:
42
Customer-brand engagement and Facebook fan-page "Like"-intention
Halaszovich, Tilo F.
;
Nel, Jacques
- In:
The journal of product & brand management
26
(
2017
)
2
,
pp. 120-134
Persistent link: https://www.econbiz.de/10011700718
Saved in:
43
As good as new : valuing fashion brands in the online second-hand markets
Sihvonen, Jenniina
;
Turunen, Linda Lisa Maria
- In:
The journal of product & brand management
25
(
2016
)
3
,
pp. 285-295
Persistent link: https://www.econbiz.de/10011548798
Saved in:
44
Interactive brand experience pathways to customer-brand engagement and value co-creation
Merrilees, Bill
- In:
The journal of product & brand management
25
(
2016
)
5
,
pp. 402-408
Persistent link: https://www.econbiz.de/10011620577
Saved in:
45
The impact of external social and internal personal forces on consumers' brand community engagement on Facebook
Simon, Carina
;
Brexendorf, Tim Oliver
;
Faßnacht, Martin
- In:
The journal of product & brand management
25
(
2016
)
5
,
pp. 409-423
Persistent link: https://www.econbiz.de/10011620585
Saved in:
46
An experiential model of consumer engagement in social media
Tafesse, Wondwesen
- In:
The journal of product & brand management
25
(
2016
)
5
,
pp. 424-434
Persistent link: https://www.econbiz.de/10011620587
Saved in:
47
Storygiving as a co-creation tool for luxury brands in the age of the internet : a love story by Tiffany and thousands of lovers
Hughes, Mine Üçok
;
Bendoni, Wendy K.
;
Pehlivan, Ekin
- In:
The journal of product & brand management
25
(
2016
)
4
,
pp. 357-364
Persistent link: https://www.econbiz.de/10011607063
Saved in:
48
Prioritizing geo-references : a content analysis of the websites of leading global luxury fashion brands
Strebinger, Andreas
;
Rusetski, Alexander
- In:
Journal of global marketing
29
(
2016
)
1/5
,
pp. 282-297
Persistent link: https://www.econbiz.de/10011654425
Saved in:
49
Antecedents of brand love in online network-based communities : a social identity perspective
Vernuccio, Maria
;
Pagani, Margherita
;
Barbarossa, Camilla
; …
- In:
The journal of product & brand management
24
(
2015
)
7
,
pp. 706-719
Persistent link: https://www.econbiz.de/10011416930
Saved in:
50
The influence of “Facebook friends” on the intention to join brand pages
Palazon, Mariola
;
Sicilla, María
;
Lopez, Manuela
- In:
The journal of product & brand management
24
(
2015
)
6
,
pp. 580-595
Persistent link: https://www.econbiz.de/10011481829
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