Marketing Messaging
Deconstructing LEGO — The Medium And Messages Of LEGO Play
This book investigates a paradox of creative yet scripted play—how LEGO invites players to build ‘freely’ with and within its highly structured, ideologically-laden toy system. First, this book Read More »
Letting The Computers Take Over: Using AI To Solve Marketing Problems
Artificial intelligence (AI) has proven to be useful in many applications from automating cars to providing customer service responses. However, though many firms want to take advantage of AI to Read More »
Author: Gijs Overgoor, Manuel Chica, William Rand, Anthony Weishampel
Contributor: eb™ Research Team
How Do Consumers React To Anthropomorphized Brand Alliance? Applying Interpersonal Expectations To
Brand alliance refers to the cooperative marketing activities between two or more brands aimed at achieving a common objective, including co-branding, co-marketing, joint branding, and jointing Read More »
The Elaboration Of Ethical Brand Crises On Social Media
A crisis is a severe occurrence in the life of an organization threatening its own existence (Coombs 2007). Crises that breach the ethical values of a brand can impair the root values of the company. Read More »
Taking A Leaf Out Of My Review: The Asymmetrical Link Between Linguistic Similarity And Attitude
Firms and research have recognized the importance of investigating what makes WOM persuasive (e.g., Homburg, Ehm, and Artz 2015; Rosario et al. 2016). In particular, several studies have suggested Read More »
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