Showing items with similar title or keywords.

• Customer-Brand Relationships in the Context of Digital Brands 

  Paananen, Tiina; Frank, Lauri; Kemppainen, Tiina (University of Maribor, 2022)

  This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult ...

• 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 ...

• How does a licensing business manage its brand through third party B2B relationships 

  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 ...

• How customer knowledge affects exploration : generating, guiding, and gatekeeping 

  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 ...

• Value Creation Behavior of Oura Ring Users in Social Media (Customer-dominant LOGIC) 

  Soltani, Sanaz; Tuunanen, Tuure; Frank, Lauri; Torkki, Paulus (Association for Information Systems, 2022)

  Smart devices such as self-trackers are being used by an ever-increasing number of exercisers to self-monitor their health. Users' interactions in social media can co-create and co-destruct the value and has a substantial ...