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Digital Transformation for Fashion and Luxury Brands : Theory and Practice

Ozuem, Wilson (ed.); Ranfagni, Silvia (ed.); … - 2024

This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and...

Persistent link: https://www.econbiz.de/10014519036

Visual listening in: extracting brand image portrayed on social media

Liu, Liu; Dzyabura, Daria; Mizik, Natalie - 2019

Persistent link: https://www.econbiz.de/10012494099

Brand personality management of Indian business schools on Twitter : a machine learning approach

Anand, V.; Kumar, Daruri Venkata Srinivas - In: International journal of internet marketing and … 20 (2024) 3/4, pp. 311-338

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The power of brand selfies

Hartmann, Jochen; Heitmann, Mark; Schamp, Christina; … - In: Journal of marketing research 58 (2021) 6, pp. 1159-1177

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Visual listening in : extracting brand image portrayed on social media

Liu, Liu; Dzyabura, Daria; Mizik, Natalie - In: Marketing science 39 (2020) 4, pp. 669-686

Persistent link: https://www.econbiz.de/10012294596

Sustainable Digital Marketing for Fashion and Luxury Brands : Theory and Practice

Ozuem, Wilson (ed.); Ranfagni, Silvia (ed.); … - 2025

Part 1: Foundations of Sustainable Digital Marketing -- Chapter 1: Postdigital iconicity of runways: redefining sustainability in high-end fashion marketing -- Chapter 2: Online brand communities: digitally sustaining fashion brands’ sustainability -- Chapter 3: Brand building using digital...

Persistent link: https://www.econbiz.de/10015408964

How may I help you? : driving brand engagement through the warmth of an initial chatbot message

Kull, Alexander J.; Romero, Marisabel; Monahan, Lisa - In: Journal of business research : JBR 135 (2021), pp. 840-850

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Brand anthropomorphism on Twitter : communication strategies and consumer engagement

Wu, Linwan; Dodoo, Naa Amponsah; Choi, Chang Won - In: The journal of product & brand management 32 (2023) 6, pp. 799-811

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Understanding the incongruent brand personalities on social media : evidence from Indian brands

Vallabhajosula, Anand; Kumar, Daruri Venkata Srinivas - In: Review of marketing science 22 (2024) 1, pp. 281-309

Persistent link: https://www.econbiz.de/10015114751

Developing a conceptual model for examining social media marketing effects on brand awareness and brand image

Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261

Persistent link: https://www.econbiz.de/10012021617