[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 …
The digital transformation of value co-creation: a sco** review towards an agenda for sport marketing research
Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …
has increased rapidly in recent years. These studies address the global phenomenon of …
A systemic logic for platform business models
Purpose The purpose of this paper is to introduce a new business model logic, highlighting
value processes in and properties of platform business models to inform business model …
value processes in and properties of platform business models to inform business model …
From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger
Brand logos are a fundamental part of the corporate visual identity, and their reception has
been vigorously researched. The focus has been on the visual traits of the logo and their …
been vigorously researched. The focus has been on the visual traits of the logo and their …
A comprehensive review on logo literature: research topics, findings, and future directions
Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …
A discursive framework of B2B brand legitimacy
BM Gustafson, N Pomirleanu - Industrial Marketing Management, 2021 - Elsevier
In a hyperconnected world, branding is moving away from single, organization-driven
ownership to shared ownership. Motivated by the continuous advancements in digital …
ownership to shared ownership. Motivated by the continuous advancements in digital …
Building dynamic capabilities in tourism organisations for disaster management: Enablers and barriers
Dynamic capabilities enable tourism organisations to manage crises and disasters, yet
many do not possess these competencies. This paper investigates the factors that enable or …
many do not possess these competencies. This paper investigates the factors that enable or …
Social dynamics and stakeholder relationships in personal branding
Personal branding is a rapidly growing phenomenon taking place in multistakeholder
ecosystems. This article builds on ethnographic fieldwork from the rock-climbing industry in …
ecosystems. This article builds on ethnographic fieldwork from the rock-climbing industry in …
Transformative branding: A dynamic capability to challenge the dominant social paradigm
In response to calls by macromarketing scholars, this article introduces transformative
branding to demonstrate how branding—a process traditionally conceptualised at the firm …
branding to demonstrate how branding—a process traditionally conceptualised at the firm …
Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?
P Ranjan - International Marketing Review, 2024 - emerald.com
Purpose This study aims to develop a moderated mediation model that enables the
examination of the direct relationship between brand orientation (BO) and export …
examination of the direct relationship between brand orientation (BO) and export …