Introducing integrated hybrid communication: The nexus linking marketing communication and corporate communication
Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting.
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06/16/2022
• #Marketing
Perceived Benefits and Risks in Adoption Intention of Fast Fashion Rental Services: An Empirical Study in the Context of Digital Peer-to-Peer Platforms
Thesis Purpose: The present research investigates the relationship between five perceived benefits: environmental, hedonic, financial, functional, and social, as well as two perceived risks: hygiene
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06/29/2021
• #Marketing Messaging
Better (RED) than dead: "brand aid", celebrities and the new frontier of development assistance
Bono’s launch of Product (RED)™ at Davos in 2006 marks the opening of a new frontier for development aid. The advent of ‘Brand Aid’ explicitly linked to commerce, not philanthropy,
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2006
• #Economic Empowerment
Artificial intelligence and public innovations
Artificial intelligence (AI) builds on the previous digitalization in the public sector as the next logical step. Using machine learning to exploit investment in information and communications
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08/2022
• #Technological Advancement
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
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09/08/2020
• #Marketing Messaging
Corporate Reputation and Collective Crises: A Theoretical Development Using the Case of Rana Plaza
Banking scandals, accounting fraud, product recalls, and environmental disasters, their associated reputational effects as well as company response strategies have been well reported in the
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04/18/2016
• #Corporate Image and PR
Empowering Brands: The Art of Persuasive Marketing and Building Unshakable Consumer Trust
In the dynamic landscape of modern business, empowering brands goes beyond conventional marketing strategies — it delves into the art of persuasive marketing and the construction of unshakable
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02/25/2024
• #Marketing
One hundred years of authoritarian practices: United Fruit and its banana plantation workers
The statist focus of comparative politics has withheld from view the ability of powerful actors such as transnational corporations to engage in authoritarian practices on their own initiative, in
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04/20/2023
• #Business Practices