Opiskelijan brändisuhteen kehittyminen Jyväskylän ammattikorkeakouluun
Published inJyväskylä studies in business and economics
PublisherUniversity of Jyväskylä
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Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing : The role of brand’s helpfulness Taiminen, Kimmo; Ranaweera, Chatura (Emerald Publishing Limited, 2019)Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand ...
Kivimaa, Onni (2022)Brand licensing in the consumer product market is an interesting topic yet there has not been much research done about it. As a business type it requires understanding of both B2B and B2C markets as it consists of both B2B ...
Sihvonen, Antti; Luoma, Jukka; Falk, Tomas (Elsevier, 2021)The importance of understanding customers in order to sustain the long-term success of the company has been claimed by academics and practitioners for decades, to the point that the claim has turned into a truism. And ...
Customers' willingness to share personal information with firms and its relationship with customer loyalty Lindell, Sanni (2015)Information on customers plays an important role in customer relationship management. With customer data companies can identify customers, understand their needs and hence, personalize products and services. New technological ...