The importance of text mining is increasing in services management as the access to big
data is increasing across digital platforms enabling such services. This study adopts a …

Retail business in Indonesia become an informal industry sector is high develo**. From
this phenomenon, some retailers in Indonesia try to package the products they sell with their …

Consumers are becoming increasingly aware of the environmental and social
consequences of their purchases. Research on the green promotion mix, green brand …

Consumers act and interact via social media networks and online brand communities,
collectively generating brand culture. In this context, organisations have the opportunity to …

Acknowledging the prevalence of new brands and rebranding activities in the present sport
landscape, the current research examined consumer perceptions of new sport brands over …

Purpose–The purpose of this paper is to explore the role of brand associations and the
formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under …

Die vorliegende Arbeit entstand im Verlauf meiner Tätigkeit als akademische Mitarbeiterin
am Lehrstuhl für Marketing und Innovationsmanagement der BTU Cottbus-Senftenberg. Sie …

There is a growing interest in using software for qualitative data analysis to better manage
the huge amount of digital data generated by online communities. This paper performs an …

The primary purpose of this paper was to research consumer intrinsic needs, ie, self-
determination (autonomy, competence, relatedness) concerning the consumer experience …

In the recent years, the creation of the customer involvement with a brand has been
considered as one of the strategic requirements of companies, and the creation and …