Brand perceptual mapping is a visual technique, it displays how a brand is positioned in the mind of customers, as well as in relation to the competitors. With the rapid growth of e-commerce and the abundance of online consumer-generated content, there is no need for marketers to go through...

While previous research on application adoption has partly advanced our understanding of factors affecting the adoption of mobile applications, less attention has been given to the whole process of application development, from idea characteristics to the supportive activities after launch. In...

Purpose: This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach: Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of...

"This book describes the concept of brand identity; examines managing brands by using social media; introduces brand building strategies in social media; explains creative strategy and the importance of content in social media; and describes the role of social media in different forms of brand...