Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 4 of 4 for “"brand advocacy"”.
-
Brand Defence: Consumers’ Word-of-Mouth Behaviour Towards a Loved Brand
… doctoral research was to ‘critically explore brand love and brand defence in consumer-brand relationships by considering the question: can consumers go beyond positive word-of-mouth, and/or brand advocacy to defend their loved-brands against criticism?’ In achieving the research aim, the study …
-
Exploring City Brand Engagement: Uncovering the Values of Engaged Stakeholders in Budapest
… conscious and socially responsible. • Place Branding Reimagined: Place branding, once driven by marketing strategies, faces ethical and identity-related criticisms. The research seeks to redefine this practice with a more inclusive and sustainable approach, respecting the cultural and …
-
Exploring the relationship between organisational culture, brand, and word-of-mouth referral
… performance, specifically: its effect on brand image or on word-of-mouth referral. To do so, this paper unpacks a causal chain of influences in four chapters. The research here shows how that employees situated within the culture influences customers to promise to refer the organisation to …
-
Sharing the love: Motivation and reward in brand-related user-generated content creation for social media
… unsponsored positive social media content about brands from the perspective of Content Creators and Social Media Managers. As the social media platforms’ algorithms increasingly suppress brand-created content to force paid-for business models, organic user-generated content (UGC) is becoming more …