منابع مشابه
TELE-BRANDING IN TVIII The network as brand and the programme as brand
In the era of TVIII, characterised by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this paper argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It...
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Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect. Though antecedents of brand affect and trust have received attention, the relationship among these antecedents, brand affect and brand trust still remains unclear. Therefore, this study ...
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In this paper we describe short mobile video story tests that have been done by using several authors/ users as story composers in the MoViE platform, which enables users to share, communicate and compose short mobile video stories in a networked community. The starting point of our study is the possibility to create an entertaining, dramaturgically intensive and coherent story from various sho...
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ژورنال
عنوان ژورنال: Journal of Brand Management
سال: 1995
ISSN: 1350-231X,1479-1803
DOI: 10.1057/bm.1995.9