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Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
[HTML][HTML] Toward a conceptual understanding of co-creation in branding
S Sarasvuo, A Rindell, M Kovalchuk - Journal of Business Research, 2022 - Elsevier
Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …
literature by combining a systematic search and a critical review of 148 articles focusing on …
Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? The role of brand love
Purpose Drawing on consumer brand relationship theory, this study aims to investigate
online brand engagement, brand trust and consumer brand identification as antecedents of …
online brand engagement, brand trust and consumer brand identification as antecedents of …
The effect of brand engagement and brand love upon overall brand equity and purchase intention: A moderated–mediated model
P Verma - Journal of Promotion Management, 2021 - Taylor & Francis
In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …
customers. This study investigates if brand engagement blossoms in brand love and the …
[책][B] The emergence of knowledge management
E Bolisani, C Bratianu, E Bolisani, C Bratianu - 2018 - Springer
The purpose of this chapter is to show that knowledge management emerged as a necessity
in the post-industrial society and the new knowledge economy. Instead of starting from …
in the post-industrial society and the new knowledge economy. Instead of starting from …
The role of trust in tourists' motivation to participate in co-creation
Purpose Intention to re-participate in co-creation (IRCC) is an essential indication of
customers to their deal proneness. Therefore, this study aims to focus on the role of trust in …
customers to their deal proneness. Therefore, this study aims to focus on the role of trust in …
[HTML][HTML] Investigating the role of customer co-creation behavior on social media platforms in rendering innovative services
The emergence of social media platforms as the main representatives of Web 3.0
applications significantly impacts the co-creation activities among enterprises, customers …
applications significantly impacts the co-creation activities among enterprises, customers …
The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity
Purpose Brand identities have a dual nature that appeals to the head (rational appeal) and
to the heart (emotional appeal) of their consumers. Furthermore, consumers can process …
to the heart (emotional appeal) of their consumers. Furthermore, consumers can process …
Latest research on brand relationships: introduction to the special issue
Purpose This paper aims to outline the role of brands as relationship builders and to offer a
better understanding of the recent developments and key literature in the area of consumer …
better understanding of the recent developments and key literature in the area of consumer …
Differences between TripAdvisor and Booking. com in branding co-creation
The most popular travel platforms in the world are Booking. com and TripAdvisor. Both these
platforms take advantage of users' reviews as a source of information to help other users in …
platforms take advantage of users' reviews as a source of information to help other users in …