The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … global companies. The advantages of social media marketing activities of companies for brand promotion in the context of …

branding and brand communication. The modern business environment affirms the need for continuous research and analysis of … are fundamental to effective brand positioning and customer relationship management. According to the standards and values … them and influence the creation or strengthening of brand awareness. Based on scientific knowledge, this paper, using …

The purpose of this research is to know the most effective factor that has a relationship with the brand equity of … Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand … image, perceived quality, brand association, and brand loyalty. A convenient sampling technique was used to collect data …

, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to … validate this conceptual framework and apply it to propose a brand management strategy in a specific business scenario. For …

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with … relationships of the framework with a sample size of 160 active Malaysian gamers. Findings The findings indicate that brand equity … is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived …

Purpose - This study investigates the role of social media brand posts on customer response and whether said impacts … foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the … effects of brand post‐characteristics on student's responses and behaviors. A dataset obtained from a survey of 755 students …

This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation … for a boycott or brand cancellation after 6 months since the war began. The obtained results made it possible to identify … their business goals, may decide to adopt a "wait-out" strategy. …

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …