Positioning – a literature review | Emerald Insight Books and journals Case studies Expert
Briefings Open Access Publish with us Advanced search Positioning – a literature review …

The aim of this study is to analyze factors determining city brand equity (CBE) on the bases
of a systematic literature review (SLR) according to a procedure developed by Tranfield …

As marcas não são meros sinais. As marcas não se resumem também a simples elementos
que ajudam a posicionar produtos e empresas. Durante muitos anos, as marcas foram …

Purpose Advertisers use various tactics to influence consumer purchases and create
positive associations with their brands. The purpose of this study is to explore the formation …

This article introduces a novel approach towards place branding theory, adopting a view
based on the relationship between the place brand and place identity. The article first …

Purpose This research set out to examine how financial advice provided by a human advisor
(vs robo-advisor) influences investment intentions in a retail banking context …

Purpose–This paper deals with the importance of residents within place branding. The aim
of this paper is to examine the different roles that residents play in the formation and …

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to
provide an overview of this recently established but fast-growing practice, in which the …

In order to sustain and grow brand equity, brand managers are faced with balancing the
preservation of existing brand identity through consistency with the need to maintain …

The videos on YouTube come either from mass media or are created and uploaded by
amateur individuals. This study focused on how amateur individuals explore their digital self …