Brand Identity Management Effects On Employees’ Attitudes And Behaviours
It is widely recognised that employees play a crucial role in services brand management. To date, empirical studies testing the relevance of brand identity management from the employees’ Read More »
Author: Isabel Buil Carrasco, Leslie De Chernatony, Eva Martínez
Contributor: eb™ Research Team
Exploring The Relevance Of Brand Identity Within A Context Of Co-Creation
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a Read More »
Author: Catherine Da Silveira, Cláudia Simões, Carmen Lages, Sally Dibb
Contributor: eb™ Research Team
How Do Brand Managers Conceptualise Brands As Complex Phenomena?
The purpose of this research is to investigate how brand managers conceptualise brands as complex phenomena based on in-depth interviews with 20 brand managers across a range of industries and types Read More »
Engagement: A Key Bridging Concept Facilitating Scholarly Understanding Of The Service-Dominant
The service-dominant (S-D) logic provides an intergrative perspective of markets and marketing which is a precursor for a general theory. However due to its general and abstract nature the language Read More »
Author: Roderick Brodie, Linda Hollebeek, Sandra Smith
Contributor: eb™ Research Team
Conceptualizing The Dynamic And Iterative Nature Of Customer Engagement
Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining Read More »
Author: Julia Fehrer, Herbert Woratschek, Claas Christian Germelmann
Contributor: eb™ Research Team