Zobrazeno 1 - 10
of 10
pro vyhledávání: '"Oula Bayarassou"'
Publikováno v:
Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs ISBN: 9783031246869
With the rise of digitalization processes within firms, brands' significant presence on social media has become crucial for creating added value to consumers. Therefore, creating a distinct brand image and deciding which digital channels will enable
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a5d410eae622a3abadef8b795c758da6
https://hdl.handle.net/10576/42407
https://hdl.handle.net/10576/42407
Autor:
Emna Cherif, Oula Bayarassou
Publikováno v:
Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs ISBN: 9783031246869
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4957c0c9e1e71c88055770e00ea10e1a
https://doi.org/10.1007/978-3-031-24687-6_26
https://doi.org/10.1007/978-3-031-24687-6_26
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030898823
Consumer-brand relationships researchers are manifesting an increased interest in investigating the concept of brand hate (e.g., Fetscherin 2019; Kucuk 2019; Zarantonello 2016). In line with this research mainstream, this paper aims to further discer
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::942e6e1eec03b368a3a1704b0f3edd27
https://hdl.handle.net/10576/42408
https://hdl.handle.net/10576/42408
Purpose This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal fe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d4ecfa09a3bdc148b97aa058e860fff6
https://hdl.handle.net/10576/42409
https://hdl.handle.net/10576/42409
Publikováno v:
Marketing Opportunities and Challenges in a Changing Global Marketplace ISBN: 9783030391645
In the last decade, the widespread access to the Internet has favored the emergence of anti-brand communities that allow customers to express their hate feelings towards companies, their employees and their brands (Kucuk 2016). According to Kucuk (20
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::df9edfa3c8e4658c897776f10a3f781d
https://doi.org/10.1007/978-3-030-39165-2_36
https://doi.org/10.1007/978-3-030-39165-2_36
Publikováno v:
Global Business Review. 18:S128-S144
This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an im
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::0c0c770944b03fde056b8152ccfc1d16
https://doi.org/10.1177/0972150917693160
https://doi.org/10.1177/0972150917693160
Publikováno v:
Journal of Product & Brand Management; 2021, Vol. 30 Issue 3, p492-511, 20p
Autor:
Bruna Jochims, Juliann Allen
Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these m
Autor:
Felipe Pantoja, Shuang Wu
The focus of the volume is on dealing with uncertainties and challenges within the global marketplace brought by digital technology companies that are leveraging artificial intelligence, machine learning, cloud computing, robotic automation, a
Autor:
Kalika, Michel
L'analyse des données, dont on sait la place dans nos sociétés, repose largement sur la connaissance des marchés : la collecte, le traitement, l'analyse et l'interprétation des données. Tout universitaire rêve d'être utile, de laisser une t