Validating a consumer-based service brand equity (CBSBE) model in the airline industry
Over time, scholars have argued that consumer-based brand equity (CBBE) models are less
suitable for service-dominant brands, mainly because the role of customer experience with …
suitable for service-dominant brands, mainly because the role of customer experience with …
Enhancing brand experience in the online social media network context: A contingency perspective
G Marmat - Qualitative Market Research: An International Journal, 2021 - emerald.com
Purpose Marketing and branding literature has provided important insights into the context,
environment and individual factors that shape customer brand experience. However, a …
environment and individual factors that shape customer brand experience. However, a …
Human digital twins in interaction design–from abstract to concrete
P Saariluoma, M Myllylä, A Karvonen - Proceedings of the 16th …, 2023 - dl.acm.org
Human digital twins are a promising tool for designers. Digital twins have long served as
models of technical and cyber-physical processes. Human digital twins take such models …
models of technical and cyber-physical processes. Human digital twins take such models …
The significance of digital twins for the comprehensive brand experience
J Redler, M Corvino - Journal of Brand Strategy, 2023 - ingentaconnect.com
This paper argues for the recognition of digital twins, virtual representations of real-time
physical objects, as a noteworthy means for brand communications and brand experience …
physical objects, as a noteworthy means for brand communications and brand experience …
Brand Worlds in Industrial Marketing
B Österle - 2019 - research.utwente.nl
In today's world, brands are one of the most valuable, intangible assets for companies. They
are ubiquitous and serve several important functions. While in earlier days the relevance of …
are ubiquitous and serve several important functions. While in earlier days the relevance of …