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Small Business, Shifting Boundaries: A Case Study Of Strategic Communication In The Digital Age
Small and medium enterprises are important contributors to most national economies but their use and practice of public relations is under examined. Arguing that a robust discussion of strategic Read More »
21st-Century Brands: An Innovation Opportunity And An Ethical Challenge
Co-creation can open up the brand to the outside and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with Read More »
The Describe Of Moderating Role Of Product Performance In Brand Vision And Positioning Effect On
This research aimed to investigate the effect of brand vision and positioning on brand equity with regard to moderating role of product performance and using descriptive survey research. The Read More »
Genotype-phenotype Correlations Of Amyotrophic Lateral Sclerosis
Amyotrophic lateral sclerosis (ALS) is a devastating neurodegenerative disease characterized by progressive neuronal loss and degeneration of upper motor neuron (UMN) and lower motor neuron (LMN). Read More »
Healthy Diets And Sustainable Development Goals
Populations throughout the world are facing immense challenges caused by a global rise in non-communicable diseases and ongoing economic crises. Non-communicable diseases impose a large financial Read More »
Author: Sunitha ChandrasekharSrinivas, Tinatsei Gabriella Chigumete, Seema Rath, Sean James Bosman
Contributor: eb™ Research Team
Ethical Brand Perception Formation When Information Is Inconsistent -an Impression Formation
This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with Read More »
The Corporate Identity, Architecture, And Identification Triad: Theoretical Insights
This thesis informed by a single case study and adopting a multi-internal stakeholder perspective of a middle-ranked and London-based Business School, constitutes an explanatory investigation of the Read More »
Handbook Of Brand Semiotics: Introduction
Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives Read More »
The Semiotics Of Modernist Space In The Branding Of Organisations: A Multimodal Critical Discourse
It is common to find the extensive use of modernist type space in corporate branding: across visual designs of documents; in images that show clean airy spaces; and in building design. In this paper, Read More »
Tweaking Ethical Consumption: Civic Branding In Starbucks Cause-related Marketing
This paper investigates the rhetorical production of citizenship within contemporary models of ethical branding. Specifically, it examines two cause-related marketing campaigns of Starbucks within a Read More »