The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

The consolidation of Web 2.0 has modified the way people communicate and interact with
tourists. User-generated social media communication continues to increase: to the detriment …

The ever-increasing prominence of social media platforms demonstrates the level of
engagement of Indian luxury consumers. This study aims to determine the influence of social …

The reported failure of organisations to successfully implement social media (SM) within
marketing communications is likely to result in competitive disadvantage. An exploratory …

Keller's seminal paper on “Conceptualizing, Measuring and Managing Customer-Based
Brand Equity” published in 1993 in the Journal of Marketing represents a starting point for …

This paper examines the impact of perceived consistency in marketing communications on
customer–brand relationship outcomes. The perception of consistent message and image …

Over the last decade, scholars have recently emphasized the need for tourism marketers to
orchestrate the wide range communication activities and forms via the adoption of Integrated …

This paper seeks contribute to the literature on the formation of consumer-based destination
brand equity (CBDBE), on the premise that positioning is a major source of competitive …

This study aims to (i) demonstrate the influence of two types of corporate culture (CC),
namely collaborative and controlling, on firm-wide integrated marketing communication …