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UrduAbstract While global branding and international production processes tend to blur the impact of country-of-origin mentions, consumer interest in more limited areas of origin, such as terroir, seems to be growing steadily. This research examines the ability of terroir perceptions…
Tag: Brand
Partner or servant? The influence of robot role positioning on consumers’ brand evaluations ☆
Abstract Despite the increasing use of robots in marketing to improve consumers’ perceptions of brand image, relatively little is known about how the positioning of robots (i.e., as either partners or servants) influences consumer evaluations of brands employing service robots.…
On the antipodes of love and hate: The conception and measurement of brand polarization
Abstract Brand polarization represents a somewhat unorthodox approach to brand management. Rather than foster support and minimise opposition towards a brand, polarization maintains strong emotions at both ends of the spectrum, concurrently attending to the antipodes of brand love and…
World Branding Expert Suggests Place Branding for Thailand’s Soft Power, Increasing Income, Reducing Costs, Building Thailand’s Fan Club
A world-renowned place branding expert and Thai professors in branding joined a discussion on “Rethinking Soft Power with Place Branding,” emphasizing the effective use of place branding in Thailand to push the soft power agenda to the fullest.
Sustainability, brand authenticity and Instagram messaging
Abstract The role of Instagram brand messaging as a force for good is examined when a brand’s mission is creating societal change and where being authentic can also lead to controversy and negative responses. A depth study of an exemplary…
The 3rd World Marketing Forum “The New Marketingverse: Meta Mitri Meetang.”
Marketing Association of Thailand, in partnership with Asia Marketing Federation, is delighted to present the prestigious “3rd World Marketing Forum.”
Consumer Psychology Expert Discusses Barbie’s Brand Relevance
A New York Institute of Technology consumer psychology expert discusses Barbie’s brand relevance.
How to Effectively Market Influencers “Kollective”: An Innovation that Responds to Business Needs by Chula’s Start-Up
Chula alumni team in cooperation with the CU Innovation Hub has come up with the idea of “Kollective” a new start-up that provides the tools and services for full-scale marketing of influencers. With the analysis using big data, the best influencers are chosen to increase sales volumes in your business.
Social Tool Tracks Brand Reputation in Real Time and in the Long Term
An international team of researchers has developed a tool for assessing brand reputation in real time and over time. In a demonstration that looked at leading brands, the researchers found that changes in a given brand’s stock shares reflected real-time changes in the brand’s reputation.
The Stakes for Brands Speaking out on the Capitol Riot: Maryland Smith Experts Comment, Available
Marketing and consumer behavior experts Amna Kirmani and Henry C. (Hank) Boyd III at the University of Maryland’s Robert H. Smith School are available to expand on her comments, below, explaining what’s at stake for brands that speak out against the Jan.…