Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
[HTML][HTML] A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling
ÁJ Rojas-Lamorena, S Del Barrio-García… - Journal of Business …, 2022 - Elsevier
This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …
decades, based on data from the Web of Science (WoS) and Scopus databases. The …
[HTML][HTML] Mega or macro social media influencers: Who endorses brands better?
Endorsers are highly effective in promoting customer–brand engagement. New endorsers
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …
Branding in a hyperconnected world: Refocusing theories and rethinking boundaries
V Swaminathan, A Sorescu… - Journal of …, 2020 - journals.sagepub.com
Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …
reassessment of branding research from the perspectives of firms, consumers, and society …
Signaling green! firm ESG signals in an interconnected environment that promote brand valuation
Today's interconnected environment is characterized by ESG (environmental, social, and
corporate governance), networks of people, organizations, and devices that are …
corporate governance), networks of people, organizations, and devices that are …
[PDF][PDF] The Impact of Micro-Influencer on Brand Image and Purchase Intention in Local Culinary Products on Instagram
GFR Zaharani, N Kusumawati… - Proceeding B. 6th ICNEM …, 2021 - researchgate.net
Due to the growth of the food industry in SME business, SME business owners often face
several issues, and one of them is how to maximize SMEs' marketing strategy at a low cost …
several issues, and one of them is how to maximize SMEs' marketing strategy at a low cost …
Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior
Scant evidence is available on of how social media marketing activities influence brand
equity creation and consumers' behavior towards a brand. This research explores these …
equity creation and consumers' behavior towards a brand. This research explores these …
Business ethics, corporate social responsibility, and brand attitudes: An exploratory study
It is important to understand the relative importance of business ethics and social
responsibility in determining brand attitudes. However, there has been a failure in prior …
responsibility in determining brand attitudes. However, there has been a failure in prior …
Social eWOM: does it affect the brand attitude and purchase intention of brands?
C Kudeshia, A Kumar - Management Research Review, 2017 - emerald.com
Purpose The purpose of this paper is to examine how user-generated positive social
electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently …
electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently …
Effective customer journey design: consumers' conception, measurement, and consequences
Recently, practitioners have begun appraising an effective customer journey design (CJD)
as an important source of customer value in increasingly complex and digitalized consumer …
as an important source of customer value in increasingly complex and digitalized consumer …