Now showing items 1-2 of 2
User-generated and brand-generated content as indicators of university brand personality and business strategy
(Routledge Journals, Taylor & Francis Ltd, 2022)
The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content ...
The impact of brand origin and CSR actions on consumer perceptions in retail banking during a crisis
(Emerald Group Publishing Ltd, 2023)
PurposeConsumers' corporate social responsibility (CSR) expectations have increased in the new coronavirus (COVID-19) pandemic, while many financial institutions have supported society with their health-related CSR actions. ...