scholarly journals CITY BRAND-IMAGE ASSOCIATIONS DETECTION. CASE STUDY OF PRAGUE

2014 ◽  
Author(s):  
Kvetoslava Matlovicova
Keyword(s):  
Brand Image ◽  
City Brand

scholarly journals Transmediating Tim Burton’s Gotham City: Brand Convergence, Child Audiences, and Batman: The Animated Series

2014 ◽  
Vol 7 (1) ◽  
Author(s):  
Mathew Freeman
Keyword(s):  
Fictional Character ◽  
City Brand ◽  
Gotham City

During the early 1990s, Batman, a highly valued media franchise, was an ever-expanding phenomenon, with franchise owner Warner Bros. having reinvigorated the property with Batman (Tim Burton, 1989). This article will examine the subsequent six-year period of its franchise production, using Batman as a case study for exploring the ways in which distinct versions of a fictional character – each constructed under different creative contexts with differing artistic sensibilities, aimed at varying groups of audiences across media – became the combined products of brand convergence across each media iteration, a concept that was crucial to the transmediality of Batman as both commercial brand and fictional storyworld.

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

Place Consumption

2019 ◽  
pp. 218-242
Author(s):  
Sanya Ojo
Keyword(s):  
Case Study Methodology ◽  
City Brand ◽  
Study Methodology ◽  
Nation Brand ◽  
Place Brand ◽  
Global Reputation

This chapter investigates the influence of country of origin's reputation on the notion of place brand and vice versa. Employing a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding. This model highlights the flow of causality between a nation brand and a city brand. Four themes are highlighted as matters of interest to focus on when recommending a way forward for Lagos city to generate and improve its global reputation in order to increase the footfalls of visitors and expats.

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