The Internet is changing all the rules of branding, except one—creating an emotional bond with buyers is still essential.
Table of Contents
Branding in the digital age: a “2020” vision for brand management
Vignesh Yoganathan, Stuart Roper, Fraser McLeay, Joana César Machado
What’s love got to do with it? Place brand love and viral videos
Carola Strandberg, Maria Ek Styvén
Classifying online corporate reputation with machine learning: a study in the banking domain
Anette Rantanen, Joni Salminen, Filip Ginter, Bernard J. Jansen
Exploring the motivation of affect management in fostering social media engagement and related insights for branding
Fathima Zahara Saleem, Oriol Iglesias
The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence
Richard Rutter, John Nadeau, Ulf Aagerup, Fiona Lettice
Do online reviews still matter post-purchase?
Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg, Mujahid Mohiuddin Babu