... past research. Social media Co-creation Brand management User-generated content Value Determining how to effectively encourage and facilitate consumers co-creating with firms on social media has become an important issue but remains less clear. The importance of the processes is widely...

... Brand Management Retailing The book covers the subject of experiential marketing in a consumer context. The editors have presented a very timely and well‐structured collection of papers that discuss different perspectives of the topic. The objective of this book is to explore the challenges within...

... awareness and enhance the brand's meaning with current and prospective customers, thereby increasing brand equity. Originality/value Knowledge of branding practices in B2B service contexts is limited. This research addresses this knowledge gap. Brand management Business‐to‐business marketing...

...Ceridwyn King; Debra Grace Purpose This study seeks to examine the impact of brand management strategies on the employee role in the deliverance of the service experience consistent with the brand from a management perspective. In doing so, furthers understanding of an area that, to date, has...

... connections, the commitment and belief that members have shared and will share history, common places, time together, and similar experiences. These four benefits are now discussed in‐depth. Loyalty schemes Brand management Communities Brand loyalty Customer satisfaction An executive...