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The Nobel Prize:A 'Heritage-based' Brand-oriented Network
Nobel Prize Heritage Brand Brand Network Networked Brand Brand Within A Network Brand Orientation
2015/4/29
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize ...
Quality Provision,Expected Firm Altruism and Brand Extensions
Brands and Branding Consumer Behavior Product Development Corporate Social Responsibility and Impact Quality Mathematical Methods
2015/4/24
This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to ...
Study on the Construction of Enterprise Quality Culture for Brand Strategy
Quality Culture Brand Strategy Quality Culture Construction
2013/2/23
Enterprise quality culture is an important part of corporate culture, but it is often overlooked by enterprise, thus restricting quality level and quality image improvement to a large extent. In this ...
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Experiencing Interactive Advertising Rich Media Ad Type and Presence Brand Effectiveness 3D Gaming Immersive Virtual Environments
2009/12/2
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten...