Tag: branding

Can marketers create brand value by fanning the flames of a social media firestorm?

Joachim Scholz and Andrew N. Smith investigate how social media firestorms can actually provide opportunities to create brand value, and argue that brands can benefit from fighting back online.

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The rules of engagement: how to motivate consumers to engage with branded mobile apps

Stocchi discusses her research with Michaelidou, Pourazad & Micevski, revealing some important steps that marketers can follow to make the most of the engagement opportunities through branded mobile apps.

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Everyday dramas of conscience

Elaine Ritch and Douglas Brownlie explore how working mothers interpret and include sustainability in their everyday lives, with a particular focus on fashion consumption, use and disposability.

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The impact of litter on place attitudes

Cathy Parker, Dominic Medway and Stuart Roper investigate how attitudes to place are affected by litter. Their study is the first of its kind to show that seeing litter does reduce attitudes.

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