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   Articles with "brand communication" as a keyword



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Brand Communication of Higher Education Institutions: a Call for Multichannel Communication Analysis in Higher Education Branding Research

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recommendations! Published in 2020 at "Higher Education Policy"

DOI: 10.1057/s41307-020-00178-x

Abstract: Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer… read more here.

Keywords: brand communication; research; higher education; communication ... See more keywords
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“Made in China” and Chinese Brand Management Across Cultures: A New Matrix Approach

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recommendations! Published in 2020 at "Journal of International Consumer Marketing"

DOI: 10.1080/08961530.2020.1731900

Abstract: Abstract This study proposes a matrix that classifies and compares key forms of intercultural branding and brand communication among Chinese companies, focusing on Chinese brands that have developed in competition with foreign suppliers and have… read more here.

Keywords: china chinese; brand management; brand communication; made china ... See more keywords
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Brand communication of intangible elements delivery

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recommendations! Published in 2019 at "Journal of Marketing Communications"

DOI: 10.1080/13527266.2019.1674363

Abstract: ABSTRACT Mission, vision, and purpose are the core intangible elements of a brand, and their delivery plays an important role in shaping a strong and competitive corporate image and reputation. However, how to successfully transmit… read more here.

Keywords: intangible elements; communication intangible; brand communication; elements delivery ... See more keywords
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The roles of message appeals and orientation on social media brand communication effectiveness

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recommendations! Published in 2018 at "Asia Pacific Journal of Marketing and Logistics"

DOI: 10.1108/apjml-10-2017-0267

Abstract: Purpose The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses. Design/methodology/approach A… read more here.

Keywords: social media; message; brand communication; brand ... See more keywords
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Evaluating the Effectiveness of the Official and the Non-Official Social Media Brand Communication Methods on Egyptian Women’s Consumer-Based Brand Equity

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recommendations! Published in 2023 at "Media Watch"

DOI: 10.1177/09760911231159589

Abstract: Companies communicate their brands with customers through social media, either officially through their official pages or non-officially through social media users’ Electronic Word of Mouth or brand-related content created by Social Media Influencers. This study… read more here.

Keywords: social media; brand communication; consumer; egyptian women ... See more keywords