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Effect of brand prominence on fashion advertising images on Instagram : a computational analysis

Yoo, Jinyoung Jinnie; Choi, Sungchul; Song, Hayeon - In: International journal of advertising : the review of … 42 (2023) 2, pp. 384-407

Persistent link: https://www.econbiz.de/10014234107

Exploring the mediating role of marketing planning in enterprise marketing capabilities

Fonseca, Joana Sofia da; Dias, Álvaro Lopes; Pereira, … - In: International journal of business environment : IJBE 14 (2023) 1, pp. 15-36

Persistent link: https://www.econbiz.de/10014234416

How entrepreneurs build brands and reputation with social media PR : empirical insights from start-ups in Germany

Pakura, Stefanie; Rudeloff, Christian - In: Journal of small business and entrepreneurship : JSBE 35 (2023) 2, pp. 153-180

Persistent link: https://www.econbiz.de/10014234756

Growth of store brands in uncertain markets

Padhi, Ipsita; Mishra, Bidhu Bhusan - In: Geo-economic perspectives in the global environment, (pp. 145-156). 2022

Persistent link: https://www.econbiz.de/10014235129

Relations in aesthetic space : how color enables market positioning

Sgourev, Stoyan V.; Aadland, Erik; Formilan, Giovanni - In: Administrative science quarterly : ASQ 68 (2023) 1, pp. 146-185

Persistent link: https://www.econbiz.de/10014240188

Yes Logo : Uncovering the Recipes of Branding Success in the World's Largest Consumer Market

Wang, Jiazhuo Georg; Qin, Shuo; Wang, Allison - 2023

.1. Xiaomi: An Internet-Driven Miracle -- Nongfu Spring: Down to the Soul of a Brand -- Haier: A Brand That Started with A Smashed Fridge -- Anta Sports: Rising with the Recreation of Global Brands -- BYD: A Disrupter of the Emerging Market -- WeChat: A Way of Life in the Information Age --...

Persistent link: https://www.econbiz.de/10014415147

Luxury brands' live streaming sales : the roles of streamer identity and level strategy

Li, Guoxin; Cao, Yue; Lu, Bo; Yu, Yunzhijun; Liu, Honglei - In: International journal of advertising : the review of … 42 (2023) 7, pp. 1178-1200

Persistent link: https://www.econbiz.de/10014338576

Brand accommodation to informal communications on social media : with the mediation of communication appropriateness and the moderation of product involvement

Jeong, Hyun Ju; Kim, Jihye - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 42-62

Persistent link: https://www.econbiz.de/10014340163

Switching or Adding : National Brand Seller's Sales Channel Design Coping with E-Marketplace's Brand Spillover Strategy

Wei, Jie; 徐, 泽灵 - 2023

Many e-marketplaces use national brand sellers' contract manufacturers to produce their e-commerce brand products, and some of the e-marketplaces also advertise that their e-commerce brand products have the same contract manufacturers as excellent national brand products to take advantage of the...

Persistent link: https://www.econbiz.de/10014347005

The dark side of brand-based online communities : the role of culture

Behl, Abhishek; Jain, Kokil - In: Journal of global marketing 36 (2023) 4, pp. 241-244

Persistent link: https://www.econbiz.de/10014390268