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Brand loyalty dissociation : how consumers navigate brand loyalty in the attention economy marketplace

Ivanis, Milos - In: Marketing Review St. Gallen : die neue … 42 (2025) 2, pp. 24-30

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived...

Persistent link: https://www.econbiz.de/10015211379

Brand Loyalty neu gedacht: Ein Interview mit Elke Wilgmann, Mitglied der Rewe Geschäftsleitung

Wilgmann, Elke; Kauz, Janina Rebecca - In: Marketing Review St.Gallen 42 (2025) 2, pp. 6-12

Elke Wilgmann ist seit März 2023 Mitglied der Rewe Geschäftsleitung und verantwortlich für das Rewe Marketing. Zu ihrem Bereich gehört ebenfalls Rewe Loyalty mit dem neuen Vorteilsprogramm Rewe Bonus. Seit dem Start des Programms am 29. Dezember 2024 läuft dazu die bislang grösste...

Persistent link: https://www.econbiz.de/10015606308

Brand Loyalty neu gedacht : ein Interview mit Elke Wilgmann, Mitglied der Rewe Geschäftsleitung

Wilgmann, Elke (interviewee); … - In: Marketing Review St. Gallen : die neue … 42 (2025) 2, pp. 6-12

Persistent link: https://www.econbiz.de/10015211384

Brand Loyalty through AI and Personalisation AI-Generated Content for Financial Marketing

Sakthivel, M; Jaganathan, A.T.; Mohanraj, M; Selvakumar, P - In: Intersecting Natural Language Processing and FinTech …, (pp. 77-96). 2025

Artificial intelligence (AI) is transforming the landscape of financial marketing by providing customized experiences that address individual customer needs. In the highly competitive financial services sector, organizations are increasingly adopting AI technologies to boost customer engagement,...

Persistent link: https://www.econbiz.de/10015542932

Brand Management and Competitiveness in Tourism: Case Study in Local Accommodation “Romoa Vintage Guest House” (Portugal)

Azevedo, Paula Pereira; Sousa, Bruno Barbosa - In: Reinventing Corporate Strategy for Competitive Advantage, (pp. 27-44). 2025

Brand communication is a strategic tool that positively influences public perception, strengthens market presence, and significantly contributes to its success. It is through clear, objective, efficient, and persuasive communication that customers or potential customers become aware of the...

Persistent link: https://www.econbiz.de/10015566805

Brand Management via AI: What Are the Odds?

Hashem, Tareq Nael; Albattat, Ahmad; Kumar, Anuj; … - In: Strategic Brand Management in the Age of AI and Disruption, (pp. 81-110). 2025

The origin of a brand, its development, and its transformation over the last centuries under the influence of economic, social, and cultural processes are tightly interrelated. It started with a sign of craftsmanship in the past and nowadays has a status of a cultural asset: the concept of a...

Persistent link: https://www.econbiz.de/10015542367

Brand museums, commodification of cultural heritage and cultural transfer : the case of IKEA museum

Billore, Soniya; Genc, Eda Aylin; Ozturkcan, Selcen - In: Scandinavian journal of management 41 (2025) 1, pp. 1-12

Persistent link: https://www.econbiz.de/10015438879

The brand premium

Boustanifar, Hamid; Kang, Young Dae - In: The review of financial studies 38 (2025) 1, pp. 294-336

Persistent link: https://www.econbiz.de/10015371018

Brand Resonance and Brand Equity Construction Through Early Adopters

Serena Latre, Anna; Méndez-Aparicio, M. Dolores; … - In: Brand Creation and Management in the Phygital Era, (pp. 47-86). 2025

Hyperdigitization and the post-pandemic influence mark a milestone in the brand-consumer dynamic. Social media, as a social system, provides the perfect environment for early adopters to play a critical role in spreading innovation and improving brand value. Recognized as credible online...

Persistent link: https://www.econbiz.de/10015535530

Brand Resonance in the Phygital Era: Fostering Loyalty Through Hybrid Engagement

Gabelaia, Ioseb - In: Brand Creation and Management in the Phygital Era, (pp. 31-46). 2025

This book chapter explores how hybrid engagement strategies impact brand resonance and foster consumer loyalty in the phygital era. The author used mixed methods that combined survey data from 71 marketing professionals and qualitative insights from 17 interviews with industry experts. Results...

Persistent link: https://www.econbiz.de/10015535529