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   Articles with "brand brand" as a keyword



Brand–brand relational moments

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recommendations! Published in 2019 at "Journal of Brand Management"

DOI: 10.1057/s41262-019-00163-9

Abstract: Marketing has evolved from being mainly transactional based to relationship driven. As social media platforms facilitated a two-way communication channel between brands and consumers, they also made it possible for brands to have their own… read more here.

Keywords: relational moments; relationship; brand relational; brand ... See more keywords

A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser

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recommendations! Published in 2024 at "Journal of Research in Interactive Marketing"

DOI: 10.1108/jrim-04-2024-0199

Abstract: PurposeBrand interaction on social media increasingly involves brands openly praising their competitors. This paper examines the impact of selecting a praising target based on company size in brand-to-brand praise, such as praising a smaller competitor… read more here.

Keywords: size; brand; brand gender; praise ... See more keywords

Brand-to-Brand Engagement on Social Media: Typology and Implications

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recommendations! Published in 2024 at "Journal of Interactive Marketing"

DOI: 10.1177/10949968241312173

Abstract: Brand-to-brand (Br2Br) engagement on social media, where official brand accounts interact using various dialogue strategies, is a growing trend in interactive marketing. This article investigates the nature, nuances, and impact of Br2Br engagement on both… read more here.

Keywords: typology; brand; br2br engagement; social media ... See more keywords
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Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation

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recommendations! Published in 2020 at "SAGE Open"

DOI: 10.1177/2158244020972372

Abstract: Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’… read more here.

Keywords: brand brand; corporate reputation; brand; brand image ... See more keywords

Beads and Beyond: An Observational Study to Generate Real World Evidence on Various Brands of Itraconazole

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recommendations! Published in 2022 at "Indian Journal of Dermatology"

DOI: 10.4103/ijd.ijd_991_21

Abstract: Background: Rising number of the nonresponding dermatophytic infections raises deep concerns among the dermatologists across the nation. Variations in the quality of itraconazole may be a contributing factor to nonresponse in certain dermatophytic infections. This… read more here.

Keywords: brand pellets; pellets mixed; quality itraconazole; brand ... See more keywords