Zobrazeno 1 - 4
of 4
pro vyhledávání: '"Mike Breazeale"'
Publikováno v:
Spanish Journal of Marketing-ESIC, Vol 28, Iss 2, Pp 165-186 (2024)
Purpose – This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consump
Externí odkaz:
https://doaj.org/article/46fa58d3a9b340f4ae210bd45e2b59b2
Publikováno v:
Journal of Product & Brand Management. 31:570-585
Purpose Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::fb3fb91f6e2439ca6087ecd1cd163e23
https://doi.org/10.1108/jpbm-04-2020-2877
https://doi.org/10.1108/jpbm-04-2020-2877
Publikováno v:
Marketing at the Confluence between Entertainment and Analytics ISBN: 9783319473307
Branding is one of the essential pillars of marketing, but not everything that brands represent is positive. Indeed, a considerable amount of brand-related activities takes place in the shadowy periphery of society. The purpose of this special sessio
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d555a7466c85e578424ecdcd086c5f49
https://doi.org/10.1007/978-3-319-47331-4_144
https://doi.org/10.1007/978-3-319-47331-4_144
Conference
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