Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

Social communication and microblogging services, together with the ubiquitous online access which keep Internet users constantly connected, provide unprecedented capabilities for the constant connectivity of people and offer a tremendous facility for expressing their opinions, attitudes or reactions about every human activity. In this paper we present an initial investigation of the use of soci...

In this paper we report research results investigating microblogging as a form of electronic word-of-mouth for sharing consumer opinions concerning brands.We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions.We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sent...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

Abstract How do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded a multi-perspective, in-depth case study of CEO an Austrian shoe manufacturer, this article introduces sociocultural mechanism called entrainment. Charismatic entrainment involves staging by promoting polarized worldviews taking personal risks to ...

The branding process is formed by various stages. This starts from the point that consumer experiences brand first time and continues till evangelism which stage of advocacy. In this context, it was aimed to determine effects experience, satisfaction, loyalty on development in study. Moreover, mediator roles satisfaction were evaluated terms relationship between experience evangelism. Data obta...

The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm. The often asked important questions include which brand elements can be applied to which products and what is the nature of new and existing brand elements that are to be applied to new products. One critical area that intersects several suc...

This study examines the concept of personal brand equity (PBE) and relationship between constructs (pb) Personal Branding (PB). article provides insight into PBE. The definition three main corresponding key variables are reviewed based on existing literature. defines construct Brand Equity as value added to an individual’s reputation by their branding efforts. systematic literature review is ke...