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نتیجه جستجو - Brand governance

تعداد مقالات یافته شده: 3
ردیف عنوان نوع
1 Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: معاشرت شرکای حاکمیت برند در شرکت های EM-2020
We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use ef- fectuation principles to explore the use of the relational norms of trust, selection, solidarity, information ex- change and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having po- tential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures.
Keywords: Entrepreneurial marketing | Socialization | Effectuation Relational norms | Brand governance | SMEs
مقاله انگلیسی
2 Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: اجتماعی کردن شرکای حاکمیت برند در شرکتهای EM-2019
We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use effectuation principles to explore the use of the relational norms of trust, selection, solidarity, information exchange and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having potential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures.
Keywords: Entrepreneurial marketing | Socialization | Effectuation | Relational norms | Brand governance | SMEs
مقاله انگلیسی
3 Reciprocal effect of tourist destinations on the strength of national tourism brands
اثر متقابل مقصد توریستی بر قدرت مارک های گردشگری ملی-2017
The assignment of a brand to a product affects consumers perceptions not only about the product, but also about the brand itself. The reciprocal effect of the product on its brand can be either positive or negative. Extending the concept of reciprocal effect to a new context, this study analyzed how con sumers perceptions about tourist destinations can affect the national tourism brand. An experiment showed that destinations leading to attitudes that are more positive than the average can strengthen the national tourism brand, while destinations leading to attitudes below the average can weaken it. Brand dilution can happen even when the outcome is effective from the destinations perspective. Because of the reciprocal effect, the determination of public policies in the destination level is usually inefficient from the countrys perspective. These results reinforce the need for national brand governance.
Keywords: Tourism marketing | Country brand | Tourism brand | Reciprocal effect
مقاله انگلیسی
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