تصفح حسب الموضوع "Brand management"
السجلات المعروضة 1 -- 2 من 2
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Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward
( Elsevier , 2021 , Article)Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. ... -
Market orientation and hotel performance: investigating the role of high-order marketing capabilities
( Emerald Group Publishing Ltd. , 2019 , Article)Purpose: Using the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding capability and service innovation capability on ...