Branding and digital analytics

Part of book or chapter of book English OPEN
Borel, L.-H.; Christodoulides, George;
  • Publisher: Routledge
  • Subject: man

Book synopsis: \ud \ud The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the chall... View more
  • References (21)
    21 references, page 1 of 3

    Adweek (2014), Infographic: Budweiser wins the hashtag Super Bowl, Available from:

    Algesheimer, R., Dholakia, U., M., Herrmann, A. (2005), “The Social Influence of Brand Community: Evidence from European Car Clubs”, Journal of Marketing, 69 (July 2005), pp. 19-34

    Algesheimer, R., Borle, S. Dholakia, U., M., Singh, S., S. (2010), “The Impact of Customer Community Participation on Customer Behaviors: An Empirical Investigation”, Marketing Science, 29 (4), pp. 756-769

    Borel, L.H. (2014), “A model of antecedents and consequences of branded hashtag engagement”, MRes thesis, Birkbeck, University of London

    Bowden, J.L. (2009), “The Process of Customer Engagement, a conceptual framework”, Journal of Theory and Practice, 17, pp. 63-74

    Brodie, R.J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research, pp. 252-271

    Brodie, R.J., Llic, A., Hollebeek, L. (2013), “Consumer Engagement in a virtual community: an exploratory analysis”, Journal of Business Research, 66 (1), pp. 105- 114

    Christodoulides, G. (2009), “Branding in the Post-Internet Era”, Marketing Theory, 9 (1), pp. 141-144

    Christodoulides, G., de Chernatony, L. (2004), "Dimensionalising on- and offline brands' composite equity", Journal of Product & Brand Management, 13 (3) pp.168 - 179

    Hollebeek, L. D. (2011a), “Demystifying customer brand engagement: Exploring the loyalty nexus”, Journal of Marketing Management, 27 (7-8), pp. 785-807

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