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Diana Rodrigues, Bruno Sousa, Sofia Gomes, José Oliveira and Eunice Lopes
Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges assoc...
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Nahiyah Jaidi, Siswantoyo, Jane Liu, Zahrotush Sholikhah and Mega Murti Andhini
Disruptive innovation forces small-business managers to innovate by carrying out exploitation and exploration activities simultaneously. This ambidexterity is crucial to the survival of today?s businesses, especially small and medium-sized enterprises (S...
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Nia Sonani
Pág. 1097 - 1105
Social networks in marketing are unavoidable for companies that need excellence. This study explores how informal traders in Jakarta use Instagram as a marketing tool because most of the available literature focuses on small businesses. Screenshots of 30...
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Ronel Kotze,Karl Hofmeyr
AbstractPurpose: Society?s expectations of business are said to be increasing, with business expected to play an influential role from a triple bottom line perspective. Shared value creation is a new, emerging theme in the literature on corporate social ...
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Linda Saulite, Deniss ?ceulovs and Franti?ek Pollák
This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15?24. Due to technological developments, new media content cons...
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