Zobrazeno 1 - 10
of 40
pro vyhledávání: '"C. A. Wilkie"'
Autor:
Dean C. H. Wilkie, Sally Rao Hill
Publikováno v:
Journal of Marketing Management. 38:1529-1560
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5ad2ba7b2904b1365d1102513096d435
https://doi.org/10.1080/0267257x.2022.2041069
https://doi.org/10.1080/0267257x.2022.2041069
Publikováno v:
Journal of Business Research. 139:1-12
The increasing popularity of woke brand activism, tied to movements such as Black Lives Matter and Me Too, is creating new opportunities for brands to signal their responsibility and concerns toward social issues. However, such woke activism can lead
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4d1538556141e1665bd44150806a20ac
https://doi.org/10.1016/j.jbusres.2021.09.044
https://doi.org/10.1016/j.jbusres.2021.09.044
Publikováno v:
Journal of Marketing Management. 37:144-161
The past decade has seen an increasing number of diversity initiatives undertaken by brands in an attempt to connect with consumers. While audiences view some initiatives positively, some evoke con...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::66dbbfd1c65871af0dca0695e4dd084e
https://doi.org/10.1080/0267257x.2020.1844278
https://doi.org/10.1080/0267257x.2020.1844278
Autor:
Dean C. H. Wilkie, Edward Oczkowski, Jay Weerawardena, Morgan P. Miles, Abhishek Dwivedi, Lester W. Johnson
Publikováno v:
Journal of Business & Industrial Marketing. 35:1311-1322
Purpose Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-produ
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ef52e63c6659209c1baec527becec3b3
https://doi.org/10.1108/jbim-01-2019-0062
https://doi.org/10.1108/jbim-01-2019-0062
Publikováno v:
European Journal of Marketing. 53:1176-1204
PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a568fb4fbf77b4d6e72fb07cb04aedb0
https://doi.org/10.1108/ejm-09-2016-0511
https://doi.org/10.1108/ejm-09-2016-0511
Purpose Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such inf
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::da10b14859ce4d1b9e46634c90a22a5d
https://hdl.handle.net/11541.2/146642
https://hdl.handle.net/11541.2/146642
Publikováno v:
Journal of Brand Management. 25:305-321
Most research into product attribute preferences suggests that innovation through enhanced attributes is superior to innovation through unique attributes, yet the marketplace success of new products with unique attributes challenges these assessments
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::1f897299a78c660f12f3bce97e42e756
https://doi.org/10.1057/s41262-017-0082-0
https://doi.org/10.1057/s41262-017-0082-0
Publikováno v:
Journal of Brand Management. 23:41-69
Discussion of consumer brand engagement within the broader brand management literature adopts largely a psychological view for conceiving the nature of the construct. As a result, little focus has been devoted to consumer brand engagement behaviours
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::b5c150270e353db3ae5074da70503a05
https://doi.org/10.1057/s41262-016-0001-9
https://doi.org/10.1057/s41262-016-0001-9
Publikováno v:
Journal of Brand Management. 22:534-550
A dilemma in developing line extensions is that there is often a trade-off between meeting the changing needs of the category and maintaining a high level of similarity to existing products. To help manage this trade-off, this study examines the rela
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::910d07f777ba0480b75e56824a71be6a
https://doi.org/10.1057/bm.2015.22
https://doi.org/10.1057/bm.2015.22
Publikováno v:
European Journal of Marketing. 49:1256-1275
Purpose – This study aims to examine leader–follower interdependence from a different perspective to learn whether variations in the market leader (ML)’s level of market strength require followers to pursue different strategies Literature inves
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f89b7c77ab7a44e7c5ccd791ad24c9bd
https://doi.org/10.1108/ejm-12-2013-0693
https://doi.org/10.1108/ejm-12-2013-0693