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Antecedents of Brand Strength and Its Impact on Global Branding of Indian IT Organizations
Keshab Ray,Meenakshi Sharma +1 more
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In this article, the antecedents of brand strength and its impact on global brand strength were discovered and analyzed. And the authors examined the impact of global brands' strength on global branding.Abstract:
The purpose of this article is to discover the antecedents of brand strength and analyze its impact on global branding. The present research examines the impact of brand strength on global branding...read more
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Marketing for management.
TL;DR: The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales, which identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies.
Journal ArticleDOI
Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective
TL;DR: In this article, the authors investigated the impact of perceived brand localness and perceived brand globalness on brand authenticity to predict consumers' attitudes toward local and global brands in two Asian markets.
Digital storytelling and employer branding
Abstract: Our paper aims at explaining what is digital storytelling and its particular methodology, and how its use in the organizational settings could influence the employer branding. For such purpose, the authors have conducted an exploratory research, where a group of participants has been asked to rate their interest in a company, after viewing solely the online commercial communication (website and Facebook account), while another group has viewed two digital stories produced by two employees of the company. The results of the analysis showed that participants had more positive words to describe the company after viewing the stories, but there were not differences in perception for those who were searching for a job and those who were not searching for the job when exposed solely to the web communication or digital stories.
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Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago
TL;DR: In this article , the relative influence of perceived brand localness and perceived brand globalness on customer behavioral responses of brand loyalty (BL), willingness to pay price premiums (WTPP) and positive word of mouth (PWOM) towards retail banks was compared.
References
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Journal Article
Marketing for management.
TL;DR: The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales, which identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies.
Journal ArticleDOI
Measuring customer‐based brand equity
TL;DR: In this article, the authors propose a scale to measure customer-based brand equity, based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment.
Posted Content
Globalization of Markets
Govil S. K.,Jain Rashmi +1 more
TL;DR: The globalization of markets and manufacturing has vastly increased international competition with respect to almost every product all over the world as mentioned in this paper, which is the ability to produce and/or sell goods/services in global markets in open competition with others.
Journal ArticleDOI
Brands and brand equity: definition and management
TL;DR: In this paper, the authors assume that brands should be managed as valuable, long-term corporate assets and assume that the relationship between brand loyalty and brand value needs to be recognized within the management accounting system.
Journal ArticleDOI
The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?
TL;DR: This article found that positive OCRs have no significant impact on the sales of the models of strong brands, although these models do receive a significant sales boost from their greater brand equity.