Since currently there is no established, unitary and shared theory on consumer–brand
engagement (CBE), this exploratory study is aimed at inductively proposing a preliminary …

Background As both product value enhancers and key intangible assets in achieving
differential competitive edge (Keller et al. 2005; Fiocca et al. 2007), brands need constant …

This article reflectively applies measurement tools to gage whether a renowned financier
and champion of shareholder capitalism, in 20th century business history, might be …

Purpose This paper outlines a variety of the research on student attrition and recognises
some of the sensitivities that may be involved for some students in dealing with dropping out …

While market research has been the cornerstone of the intelligence ecosystem, the
emergence of 'insights' vendors is re-shaping the market. Adjacent practices, ranging from …

Ethnography originates from the discipline of cultural anthropology and has been adopted
by marketing researchers to give insights into marketing problems where these insights are …

Engaging consumers towards brands is currently a primary necessity for companies to
increase brand equity and customer loyalty. In spite of the growing interest from the …

This paper analyses the use of the term 'market research'in a contemporary context.
Although the term is well established as an industry definition, its use and meaning have …

Il fine ultimo di questa tesi è valutare l'esistenza ed eventualmente l'entità di relazioni tra il
costrutto del brand engagement e l'uso che i consumatori fanno dei social media. Lo …