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18 results

Mega-events brand meaning co-creation: the Olympic case

Journal Article
Tjandra, N., Rihova, I., Snell, S., den Hertog, C., & Theodoraki, E. (2020)
Mega-events brand meaning co-creation: the Olympic case. Journal of Product and Brand Management, 30(1), 58-73. https://doi.org/10.1108/JPBM-08-2019-2539
Purpose: This study explores a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong...

Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach

Journal Article
Tjandra, N., Aroean, L., & Prabandari, Y. S. (2020)
Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach. Qualitative Market Research: An International Journal, 23(4), 603-626. https://doi.org/10.1108/QMR-01-2020-0011
Purpose: This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics. Design: The pres...

SERVBID: The Development of a B2C Service Brand Identity Scale

Journal Article
Pareek, V., & Harrison, T. (in press)
SERVBID: The Development of a B2C Service Brand Identity Scale. Journal of Services Marketing, 34(5), 601-620. https://doi.org/10.1108/JSM-05-2019-0195
Structured Abstract Purpose: This paper re-conceptualizes and measures brand identity from a services perspective. It develops and tests a psychometrically valid and reliable...

#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours

Journal Article
McFarlane, A., & Samsioe, E. (in press)
#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours. Journal of Fashion Marketing and Management, 24(3), 399-413. https://doi.org/10.1108/JFMM-08-2019-0177
This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours. Non-participativ...

Islay Jazz Festival

Journal Article
Medboe, H., & Maclean, D. (2020)
Islay Jazz Festival. Jazz Research Journal, 12(2), https://doi.org/10.1558/jazz.40304
This article considers the ecologies and stakeholder interests that overlap in the staging of an annual jazz festival on a small Scottish island in the Outer Hebrides. Through...

Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration

Journal Article
Stahl, P. G., Tjandra, N. C., Feri, A., & Marshall, K. (2019)
Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration. Transnational Marketing Journal, 7(2), 161-186. https://doi.org/10.33182/tmj.v7i2.813
This paper explores which motivational drivers incline consumers to engage in word-of-mouth (WOM) communication within the Colombian beer market, forecast to be among the most...

Practice-based segmentation: taxonomy of C2C co-creation practice segments

Journal Article
Rihova, I. (2019)
Practice-based segmentation: taxonomy of C2C co-creation practice segments. International Journal of Contemporary Hospitality Management, 31(9), 3799-3818. https://doi.org/10.1108/IJCHM-01-2018-0096
Purpose: This paper explores and evaluates practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as ...

An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels

Thesis
Soraghan, C. An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels. (Thesis)
Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/Output/2090514
Recently, social marketers have adopted the use of ‘nudging’ as a technique to influence behaviour through subtle tweaks to the environment (Thaler & Sunstein, 2008). Front of...

The Impact of Non-customers with High Influencer Value in Social Networks

Presentation / Conference
Azer, J., & Ranaweera, C. (2019, June)
The Impact of Non-customers with High Influencer Value in Social Networks. Paper presented at QUIS16, The 16th International Research Symposium on Advancing Service Research and Practice!, Karlstad, Sweden
This paper provides new insights about customer influencer value in social networks. Thereby, identifying customers with high degrees of influence, not only by their network s...

The role of fan benefits in shaping responses to sponsorship activation

Journal Article
Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2021)
The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, 124, 780-789. https://doi.org/10.1016/j.jbusres.2018.11.041
As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-orient...

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