منابع مشابه
From genericide to viral marketing: on ‘brand’
The contemporary phenomenon of ‘brand’ is addressed within a Peircean semiotic framework, showing ‘brand’ to be an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values. The professional literature of brand strategy is drawn upon for definitions, and branding work in an Internet-focused ‘New Economy’ consultancy is described. Three phenomena of brandin...
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Since the use of internet has been identified as a necessity in today’s world, businesses benefit from different aspects of this technology especially for marketing and advertisements so that the owners of businesses are searching for effective high speed and low costs ways of marketing such as viral marketing. Despite of its high efficiency and effectiveness, viral marketing creates various et...
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Viral marketing has attracted considerable concerns in recent years due to its novel idea of leveraging the social network to propagate the awareness of products. Specifically, viral awareness spread by propagating the information to their friends via their social relationships. Extensive studies have been conducted for maximizing the awareness spread given the number of seeds (the Influence Ma...
متن کاملSelf-Brand Congruity and Brand Communication
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
متن کاملInfluence of Viral Marketing on Brand Equity Building With Reference To Online Social Networking Sites
In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the m...
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ژورنال
عنوان ژورنال: Marketing i Zarządzanie
سال: 2018
ISSN: 2450-775X
DOI: 10.18276/miz.2018.54-07