Where were you when YouTube was born
Reads0
Chats0
About:
This article is published in Journal of Brand Management.The article was published on 2007-02-28 and is currently open access. It has received 9 citations till now. The article focuses on the topics: Brand management & Brand equity.read more
Citations
More filters
Journal ArticleDOI
Exploring social media user segmentation and online brand profiles
TL;DR: In this article, a typology of social media users is developed to assess perceived profiles of brands reported as connecting well with customers in the online space, discusses the implications of the findings and presents a roadmap for future research in this emerging field.
Journal ArticleDOI
The use of communication activities in the development of small to medium‐sized enterprise brands
Edgar Centeno,Susan Hart +1 more
TL;DR: In this paper, the authors investigate how small to medium-sized enterprises use particular brand communication activities to develop their brands and find that close and personal, mass personalization, transactional, and e-communication activities are the most popular activities in SME brand communication.
Journal ArticleDOI
Twenty-one years of the Journal of Brand Management: a commemorative review
TL;DR: The Journal of Brand Management (JBM) was launched in 1993 and currently spans more than 140 editions containing over 1000 original articles, commentaries and book reviews as mentioned in this paper and includes a discussion of seven key brand management themes identified from the Journal archive to date.
Journal ArticleDOI
YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour
TL;DR: In this article, the role of YouTube vloggers as brand influencers on consumer (their viewers) purchase behavior is investigated, in terms of brand awareness and consumers' purchase behavior.
Internet adoption and integration by network television news (1997 to 2004)
TL;DR: In this article, the authors present Interactive Characteristics, Globalization, Anytime, Anywhere and Internet v. World Wide Web: Cross-Promotion, Synergy, Audiences, Newscast Format and Alternative Delivery Options.