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Keywords: Conceptualisation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (4): 635–660.
Published: 25 February 2019
... of the personalisation process, looking into for example, different types of customer data (Brinson et al., 2018) or different delivery channels (Cheng et al., 2009). Expert interviews Personalization effectiveness Personalised marketing Conceptualisation Privacy concern The past...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (3-4): 596–614.
Published: 29 March 2013
... equity. Based on an application of existing branding concepts to CEOs, a conceptual model of CEO brands is developed to include an analysis of the relationships between its constituent parts. Findings CEO brands can be legitimately considered as brands, and existing brand conceptualisations can...
