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Promoting business school brands through alumni (past customers)-analyzing factors influencing their brand resonance
Khanna, Monica; Jacob, Isaac; Chopra, Anjali - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 337-353
Persistent link: https://www.econbiz.de/10012179029
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Fostering online relationships with brands through websites and social media brand pages
Pinto, Luisa; Loureiro, Sandra Maria Correia; Rita, Paulo; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 379-393
Persistent link: https://www.econbiz.de/10012179032
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The effects of native ads on consumer brand engagement : the moderating role of website credibility
Lee, Jin Kyun; Lee, Ki-young; Kim, Mikyoung - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 935-958
Persistent link: https://www.econbiz.de/10012179084
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Do firm-created contents on social media enhance brand equity and consumer response among consumers of automotive brands?
Ridwan Adetunji Raji; Sabrina Mohd Rashid; Sobhi Mohd Ishak - In: Journal of promotion management : innovations in … 26 (2020) 1, pp. 19-49
Persistent link: https://www.econbiz.de/10012179101
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How brand authenticity and consumer brand engagement can be expressed in reviews : a text mining approach
Rosado-Pinto, Filipa; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 26 (2020) 4, pp. 457-480
Persistent link: https://www.econbiz.de/10012179137
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Does loyalty matter? : impact of brand loyalty and sales promotion on brand equity
Joseph, Joshy; Sivakumaran, Bharadhwaj; Mathew, Shawn - In: Journal of promotion management : innovations in … 26 (2020) 4, pp. 524-543
Persistent link: https://www.econbiz.de/10012179140
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The effects of brand involvement and messaging strategy on user responses
Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59
Persistent link: https://www.econbiz.de/10012801955
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The effect of brand engagement and brand love upon overall brand equity and purchase intention : a moderated-mediated model
Verma, Pranay - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 103-132
Persistent link: https://www.econbiz.de/10012385179
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Brand commitment role in the relationship between brand loyalty and brand satisfaction : phone industry in Malaysia
Jamshidi, Dariyoush; Rousta, Alireza - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 151-176
Persistent link: https://www.econbiz.de/10012385182
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Perceived guest house brand value : the influence of web interactivity on brand image and brand awareness
Matikiti-Manyevere, Rosemary; Roberts-Lombard, Mornay; … - In: Journal of promotion management : innovations in … 27 (2021) 2, pp. 250-277
Persistent link: https://www.econbiz.de/10012423611