[HTML][HTML] Toward a conceptual understanding of co-creation in branding
S Sarasvuo, A Rindell, M Kovalchuk - Journal of Business Research, 2022 - Elsevier
Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …
literature by combining a systematic search and a critical review of 148 articles focusing on …
Exploring the nature of digital transformation in the fashion industry: opportunities for supply chains, business models, and sustainability-oriented innovations
This article provides a comprehensive overview of the digital transformation of the fashion
industry and describes the opportunities and influences on supply chains, business models …
industry and describes the opportunities and influences on supply chains, business models …
The triggers and consequences of digital sales: a systematic literature review
H Fischer, S Seidenstricker… - Journal of Personal …, 2023 - Taylor & Francis
The megatrend of digitalization has the potential to fundamentally change sales practices.
This is because digital technologies impact the entire sales organization and can …
This is because digital technologies impact the entire sales organization and can …
Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management
O Iglesias, N Ind - Journal of Brand Management, 2020 - Springer
In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …
centric view based on control to one rooted in a participative cocreated perspective where …
Exploring customer engagement in the product vs. service context
Though customer engagement (CE) is heralded as a strategic organizational imperative,
empirically derived insight into its nomological network remains sparse. Extending existing …
empirically derived insight into its nomological network remains sparse. Extending existing …
[HTML][HTML] How to build a conscientious corporate brand together with business partners: A case study of Unilever
Although a few scholars have suggested that the strategic alignment of the corporate brand's
business partner network is essential to bring the corporate brand conscience to life, there …
business partner network is essential to bring the corporate brand conscience to life, there …
[HTML][HTML] Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification
The purposes of this study are to integrate organizational social capital theory and consumer
happiness in a prior brand identification model and test the antecedents and consequences …
happiness in a prior brand identification model and test the antecedents and consequences …
The role of digitalization on the internationalization strategy of born-digital companies
Digital technologies have led to born-digital companies, defined by their highly digitalized
value chains, designed at their inception. Born-digital (BD) companies leverage …
value chains, designed at their inception. Born-digital (BD) companies leverage …
Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands
M Mingione, R Abratt - Journal of Marketing Management, 2020 - Taylor & Francis
For startups, building a corporate brand in the digital age is an important strategic imperative
and today requires different brand management strategies from the traditional ones in the …
and today requires different brand management strategies from the traditional ones in the …
Being human in the digitally enabled workplace: insights from the robo-advice literature
The growth in intelligent machines entering the workplace continues to challenge
organizations' digital transformation efforts. Various applications of simple to complex …
organizations' digital transformation efforts. Various applications of simple to complex …