Popularity of digital products in online social tagging systems
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DOI: 10.1057/s41262-016-0015-3
Abstract: Using data from an online music discovery and listening website, Last.fm, with more than 186,000 tags applied to 12,523 musicians and 12,717 pairs of network ties among 1892 listeners, this study investigates brand popularity in… read more here.
Keywords: brand; niche width; brand popularity; popularity ... See more keywords
A cultural approach to brand equity: the role of brand mianzi and brand popularity in China
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DOI: 10.1057/s41262-018-0137-x
Abstract: International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in… read more here.
Keywords: brand; brand mianzi; brand equity; brand popularity ... See more keywords