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1

Social media and hospital brands: A field study in Turkey

100%

Güzel A., Ekiyor A., Tengilimoğlu D.

Journal of Economics and Management

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2015

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vol. 22

16-31

EN

The objective of this study is to evaluate the respondents’ use of social media and explore whether there are any differences, according to their demographics and social media use behaviors. The study was conducted on the Facebook pages of three hospitals in Turkey and totally, 443 questionnaires were completed. Frequency, mean and percentage distributions were calculated and Factor Analysis, Kruskal-Wallis and Mann-Whitney U tests were conducted in order to achieve the objectives of this study. As a result, healthcare organizations should enhance their presence and be more active on social media in order to increase the perceived benefits of the users and to strengthen their brands.

2

The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: Evidence from smart phone in Taiwan

100%

Shieh H.-S., Lai W.-H.

Journal of Economics and Management

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2017

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vol. 28

57-73

EN

Aim/purpose – The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach – The study combines Schmitt’s five distinct experience ‘modules’ with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller’s CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings – The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations – The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution – Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.

3

Co-branding uczelni a lojalność wobec marki

63%

Mróz-Gorgoń B., Wasiak-Poniatowski J.

Studia Ekonomiczne

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2017

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vol. 330

150-161

PL

Istnieją różne strategie tworzenia marek. Jedną ze strategii brandingowych, czyli strategii kreowania marki w umyśle konsumentów jest sojusz marek, czyli co-branding. Co-branding stanowi swoistą umowę marketingową, zawieraną w celu łączenia kilku marek. Celem artykułu jest przybliżenie zagadnienia co-brandingu oraz określenie zależności pomiędzy lojalnością wobec marki a strategią co-brandingu na przykładzie szkół wyższych. Artykuł został oparty o analizę literatury przedmiotu oraz przedstawia wyniki badania własnego o charakterze pierwotnym.

EN

Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. Co-branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name. Co-branding is part of marketing strategy and influence the brand values and organizational culture of the organization. Co-existing of two different brands as co-partners (co-brands) influences the marketing communication of the brand and image of this brands. Co-branding offers corporate brands access to the brand strategy of the co-brand partner, the alignment of brand values, the marketing communication association and brand reach and network of relationships. In this paper corporate co-branding is analysed within the context of universities brands. This research aims to provide clues for future research in co-branding issue.

Refine search results

2 Journal of Economics and Management

1 Studia Ekonomiczne

1 Ekiyor A.

1 Güzel A.

1 Lai W.-H.

1 Mróz-Gorgoń B.

1 Shieh H.-S.

1 Tengilimoğlu D.

1 Wasiak-Poniatowski J.

2 2017

1 2015

Social media and hospital brands: A field study in Turkey

The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: Evidence from smart phone in Taiwan

Co-branding uczelni a lojalność wobec marki