Branding and digital analytics

Part of book or chapter of book English OPEN
Borel, L.-H. ; Christodoulides, George (2016)
  • 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 challenges faced by brands and their managers.\ud \ud Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges.\ud \ud Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
  • 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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