Marketing

Article

Brand Positioning Through Celebrity Endorsement - A Review Contribution To Brand Literature

The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring Read More »

Date: 10/09/2014
Author: Abdullah Malik, Bushan Sudhakar
Contributor: eb™ Research Team
Article

A New Consumer Relationship Model: The Marketing Communications Application

The article investigates empowered consumer behavior and explores its evolutionary nature and contemporary contexts in developed countries. Through a comprehensive literature review multi perspective Read More »

Date: 10/01/2009
Author: ALKIS THRASSOU, DEMETRIS VRONTIS
Contributor: eb™ Research Team
Article

Analysis Of Mediation Effect Of Country-of-origin Image On Brand Equity

Marketers are required to study consumer psyche for the development of sustainable competitive advantage over other brands. One of the most significant challenges for marketing professionals is the Read More »

Date: 12/16/2017
Author: Vishal Jain, Shalini Bariar
Contributor: eb™ Research Team
Article

Marketing Mix Practices In The Cultural Industry

This research studies marketing mix and its elements especially the Four Ps including product, price, place and promotion- in the cultural industry. It reviews the concept of marketing mix and deals Read More »

Date: 03/05/2011
Author: Fateme Tohidy Ardahaey, Ali Shahhosseini
Contributor: eb™ Research Team
Article

Investigation Of The Consumers' Preferences About Effective Criteria In Brand Positioning: Conjoint

It is evident that in the current world of business anybody has recognized the importance of choosing the appropriate brand for the products and presented service in the field of marketing. Read More »

Date: 2013
Author: Afshin Ghasemi, Abdolhadi Darzianazizi, Mohammad mosavi majd
Contributor: eb™ Research Team
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