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Brand communication of Russian state corporations: conceptual approaches and current state

Вестник университета, 2024-06 (5), p.23-33

2024

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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Sustainability, 2020-04, Vol.12 (8), p.3391

2020

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Research of the concept of polysensory branding and the possibilities of its adaptation to the web communication environment

E-management (Moscow, Russia), 2023-04, Vol.6 (1), p.71-80

Aleksandrova, I. Yu

2023

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What factors determine brand communication? A hybrid brand communication model from utilitarian and hedonic perspectives

Frontiers in psychology, 2023-01, Vol.13, p.958863-958863

2023

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Discovering Knowledge Assets to Foster Esports’s Sustainable Expansion

Journal of the knowledge economy, 2024-04

2024

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Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy

Journal of research in interactive marketing, 2024-03, Vol.18 (2), p.220-237

2024

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The filtration system of localization and glocalization for brand voice and brand communication

JSS (Yogyakarta), 2023-10, Vol.19 (2), p.135-146

2023

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Like, comment and share: examining the effect of firm-created content and user-generated content on consumer engagement

Leisure (Waterloo), 2022-10, Vol.46 (4), p.599-622

2022

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Does brand meaning exist in similarity or singularity?

Journal of business research, 2009-03, Vol.62 (3), p.356-361

2009

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MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES

Journal of Indonesian economy and business, 2019-05, Vol.34 (2), p.183-200

2019

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An integrated model of social media brand engagement

Computers in human behavior, 2019-07, Vol.96, p.196-206

2019

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Communication Plan as a Tool for Business Positioning

ESPOCH congresses, 2021-08

2021

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Advertising Stigmatized Products: Leverage Social Norms or Break the Stigma?

Journal of business research, 2024-10, Vol.183, p.114837, Article 114837

2024

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Textual paralanguage and its implications for marketing communications

Journal of consumer psychology, 2017-01, Vol.27 (1), p.98-107

2017

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Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

Journal of marketing, 2022-07, Vol.86 (4), p.57-72

2022

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Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

The journal of product & brand management, 2022-02, Vol.31 (2), p.252-264

2022

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Building employee commitment through internal branding – a meta-analytic study

European journal of marketing, 2024-06, Vol.58 (5), p.1241-1274

2024

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Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions

Journal of business research, 2021-08, Vol.132, p.124-135

2021

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Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships

Journal of business research, 2023-10, Vol.165, p.114030, Article 114030

Penttinen, Valeria

2023

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Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions

International journal of advertising, 2022-05, Vol.41 (4), p.655-684

2022

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Message content features and social media engagement: evidence from the media industry

The journal of product & brand management, 2020-08, Vol.29 (5), p.533-545

2020

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When Brands (Don’t) Take My Stance: The Ambiguous Effectiveness of Political Brand Communication

Communication research, 2022-12, Vol.49 (8), p.1092-1117

2022

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Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media

Journal of business research, 2020-11, Vol.120, p.434-442

2020

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Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

International journal of consumer studies, 2022-07, Vol.46 (4), p.1381-1398

2022

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What’s not to like? Negations in brand messages increase consumer engagement

Journal of the Academy of Marketing Science, 2023-05, Vol.51 (3), p.675-694

2023

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Brand communication of Russian state corporations: conceptual approaches and current state

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Research of the concept of polysensory branding and the possibilities of its adaptation to the web communication environment

What factors determine brand communication? A hybrid brand communication model from utilitarian and hedonic perspectives

Discovering Knowledge Assets to Foster Esports’s Sustainable Expansion

Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy

The filtration system of localization and glocalization for brand voice and brand communication

Like, comment and share: examining the effect of firm-created content and user-generated content on consumer engagement

Does brand meaning exist in similarity or singularity?

MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES

An integrated model of social media brand engagement

Communication Plan as a Tool for Business Positioning

Advertising Stigmatized Products: Leverage Social Norms or Break the Stigma?

Textual paralanguage and its implications for marketing communications

Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

Building employee commitment through internal branding – a meta-analytic study

Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions

Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships

Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions

Message content features and social media engagement: evidence from the media industry

When Brands (Don’t) Take My Stance: The Ambiguous Effectiveness of Political Brand Communication

Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media

Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

What’s not to like? Negations in brand messages increase consumer engagement

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