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B2B brands on Twitter : engaging users with a varying combination of social media content objectives, strategies, and tactics
Juntunen, Mari; Ismagiliova, Elvira; Oikarinen, Eeva-Liisa - In: Industrial marketing management : the international … 89 (2020), pp. 630-641
Persistent link: https://www.econbiz.de/10012291402
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Augmented reality marketing : how mobile AR-apps can improve brands through inspiration
Rauschnabel, Philipp A.; Felix, Reto; Hinsch, Chris - In: Journal of retailing and consumer services 49 (2019), pp. 43-53
Persistent link: https://www.econbiz.de/10012025827
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Contested brands : how antagonistic market actors disrupt brand meanings
Dietrich, Daniel - 2020
Persistent link: https://www.econbiz.de/10013440275
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Strategic brand storytelling
Mills, Adam J. - In: Journal of strategic marketing 31 (2023) 7, pp. 1239-1242
Persistent link: https://www.econbiz.de/10014553075
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Brand transitions in emerging markets : an exploratory perspective and research framework
Narayanan, Priya - In: Journal of strategic marketing 32 (2024) 3, pp. 333-357
Persistent link: https://www.econbiz.de/10014553256
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Brand recovery after crisis : the interplay of relationship norms and types of brand apology in consumer responses to recovery efforts
Lee, SoYoung; Kim, Taemin - In: Journal of marketing communications 30 (2024) 6, pp. 637-659
Persistent link: https://www.econbiz.de/10015052731
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Expanding understanding of brand value co-creation on social media from an S-D logic perspective : introducing structuration theory
Simmons, Geoffrey; Durkin, Mark - In: Marketing theory 23 (2023) 4, pp. 607-629
Persistent link: https://www.econbiz.de/10014631364
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Brand response to environmental turbulence : a framework and propositions for resistance, recovery and reinvention
Rego, Lopo L.; Brady, Michael; Leone, Robert P.; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 2, pp. 583-602
Persistent link: https://www.econbiz.de/10013271783
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Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives
Adeola, Ogechi (ed.); Hinson, Robert (ed.);  … - 2022
“This book is a map for brand managers in today’s fast-changing theatre of marketing communications.” —Honourable Kojo …
Persistent link: https://www.econbiz.de/10013192340
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Accessing the untapped brand leverage potential : a strategic framework from a capital market view
Fischer, Marc; Wies, Simone - In: Management science : journal of the Institute for … 71 (2025) 3, pp. 2011-2034
Persistent link: https://www.econbiz.de/10015411775