Marketing

Article

Digital Marketing Planning With The Brand Dashboard Approach

A brand is a name, a symbol, a term or a design which identifies an organizations goods and services as distinct from those of other organizations. Brands support customers in their decision making Read More »

Date: 2017
Author: Birgit Oberer
Contributor: Alptekin Erkollar eb™ Research Team
Article

Integrated Organizational Communication, Corporate Marketing And Corporate Branding: An Analysis

Organizations live a marketing and communicative conflict. In addition to the globalized market, there is a consumer demand for cheaper, more accessible and utilitarian products. There is also the Read More »

Date: 06/14/2013
Author: Andréa Virgínia CAVALCANTE, Jean Charles ZOZZOLI, Sara Sterfany de VASCONCELOS
Contributor: eb™ Research Team
Article

SOUND SYMBOLISM IN MARKETING: AN INTEGRATIVE REVIEW OF MARKETING STUDIES ON SOUND SYMBOLISM

Despite an increase in marketing research on sound symbolism particularly since the beginning of 2000s, there is a lack of integrative review of the empirical marketing studies regarding sound Read More »

Date: 10/19/2019
Author: İlkin YARAN ÖGEL, Ayşe Gül BAYRAKTAROĞLU
Contributor: eb™ Research Team
Article

THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST, AND BRAND LOYALTY: AN EMPIRICAL STUDY

Previous studies that studied brand relationships tended to ignore the relationship between brand experience and brand loyalty and the role of brand love and brand trust. Therefore, the main Read More »

Date: 09/2019
Author: Sharon Madeline, Sabrina O. Sihombing
Contributor: eb™ Research Team
Article

The Role Of Ethical Marketing Issues In Consumer-Brand Relationship

This study investigated the components of ethical marketing such as product, price, place, and promotion using ethical views on the consumer-brand relationship and perceived product quality in B2C Read More »

Date: 11/20/2019
Author: Jung-Yong Lee, Chang-Hyun Jin
Contributor: eb™ Research Team
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