Purpose This paper aims to explore different strategies used by brands to target the
Hispanic market via social media from the lens of the Spanish language in a multicultural …

This study contributes towards the online value co-creation debate, by examining key
theories within the relationship marketing literature for building online brand communities in …

This chapter examines the Star Wars fan community who creates screen accurate BB-8
replicas is explored in depth. Builders undertake the creation of characters through …

Branding Strategies Effects in Enhancing SMEs Performance in Saudi Arabia Page 1
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 03, 2020 ISSN: 1475-7192 …

Electronic dance music has increasingly gained popularity in the United States throughout
the past several years, and with the growth of streaming services, the converging roles of …

The objective of this study is to investigate the relationships between brand image (BI),
brand experience (BE), brand personality (BP), and brand loyalty (BL) of automobile local …