...Vibhav Singh Purpose Driven by the exponential growth in the online engagement of consumers, it has become essential for brands to promote their products and services through online influencer marketing (OIM) campaigns. OIM stems from the integrated marketing communications (IMC) theory...

...Nasser Alqahtani Purpose The primary purpose of this study is to investigate the role of product design (PD) and consumer brand engagement (CBE) in boosting brand loyalty (BL). Through a dimension-level analysis using the Stimulus–Organism–Response framework and visual perception theory...

...Hemant Sashittal; Avan Jassawalla Purpose The purpose of this paper is to empirically derive and test a framework of brand acquaintancing – a new emotional attribution resulting from user-brand interactions on Snapchat, a popular social medium with ephemeral properties. Design/methodology...

...Sankalp Pratap; Agam Gupta; Arqum Mateen; Kavita Mahto Purpose – The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values. Design/methodology/approach – The paper is based...

...Ho Yin Wong; Bill Merrilees Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach...

... the high number of respondents who had not visited Finland, the analysis focused on non‐visitors. Six hypotheses were formulated based on existing theory. Findings Awareness is a key indicator of people's knowledge about the existence of a country. Branding may be an elementary tool in enhancing...

... is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth. Research limitations/implications As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary...

... of integrated marketing, firms operating in high band consumption engage in marketing activity that shows coherence between communication processes (Holm, 2006) and retailing processes (branding/retailing integration). Interfirm cooperation strategies (ICS) also imply strong involvements by multiple‐firm...

... turned to the marketing programmes, beginning with branding the project. Brand development involved articulating the benefits inherent in living in this new town – to highlight the match between what buyers want and what Pegasus offered. Bob reflected: “Lifestyle and leisure are key priorities...

...Michael Harker; Hsiu Ying Huang; Ming Huei Hsieh Purpose The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand. Design/methodology/approach A qualitative case study approach was employed in this study. Two...

...Ann M. Torres Purpose The purpose of this paper is to examine the branding and communications strategy of the International Committee of the Red Cross (ICRC). The ICRC is the world's oldest non‐religious organisation dedicated to humanitarian relief. The ICRC's remit includes civilian and military...

...Chris Macrae Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how...