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The role of the partner brand’s social media power in brand alliances
(American Marketing Association, 2018-05)
Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to ...
App popularity: Where in the world are consumers most sensitive to price and user ratings?
(American Marketing Association, 2018-09)
Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural ...
Battle of the brand fans: impact of brand attack and defense on social media(article)
(Elsevier, 2018-08)
Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social ...
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