KOREASCHOLAR

SUSTAINABLE TOURISM BRANDING AND CULTURAL HERITAGE: SPORTS EVENT – OVIDIO RUNNING EUROPE

Genni Perlangeli, Andrea Rea, Răzvan-Ionuţ Drugă, Ismail Muhammad

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.1363-1378

DECODING GLOBAL LUXURY: CROSS-CULTURAL EVALUATIONS OF MICHELIN RESTAURANTS AND CELEBRITY CHEF BRANDING

Hui-Wen Teng, Hsing-Lun Liu, Yu-Chen Hung, Kuo-Chin Wang, De-Yen Liu

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1081

MEDALING ON SOCIAL: A CROSS-CULTURAL ANALYSIS OF OLYMPIC ATHLETE BRANDING AND ENGAGEMENT

Cen Wang

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1048

FROM CANVAS TO COUTURE: THE INFLUENCE OF ARTIFICATION ON LUXURY BRANDING

Marta Massi, Andrea Rurale, José I. Rojas-Méndez, Andrea Vocino, Alessandra Ricci

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.1025

IMPACT OF USER AND FIRM-GENERATED CONTENT ON BRAND COMMUNITIES AND DESTINATION BRANDING

Athanasios Poulis, Alexandratos Spyros, Anastasios Panopoulos, Evi Chatzopoulou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.880-884

UNVEILING CO-BRANDING SPILLOVER EFFECTS: A PRODUCT-LEVEL PERSPECTIVE

Charlie Li, Tsunwai Wesley Yuen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.492

SHAPING LUXURY: THE STRATEGIC ROLE OF INFLUENCERS IN INTERNATIONAL FASHION BRANDING IN CHINA

Lala Hu, Diana A. Filipescu, Albena Pergelova

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.420-421

REDEFINING LUXURY FASHION BRANDING THROUGH THE STORES: AN INTERNATIONAL PERSPECTIVE OF ARCHITECTURE AND SENSORY MARKETING ELEMENTS

Jin Jeong, Silvia Pérez-Bou

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.304-307

ARTIFICATION AND SUSTAINABILITY IN GLOBAL LUXURY BRANDING: THE CASE OF BUCCELLATI

Amalia Nangeroni, Annamaria Esposito

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.189-202

HOW CONSUMER FEEL TO THE DISTINCTIVE CATEGOEIES OF THE LUXURY BRAND’S CO-BRANDING AND THEIR SPILLOVER EFFECTS

Jie Sun, Tsun Wai (Wesley) Yuan

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.188

IMPACT OF CORPORATE ENVIRONMENTALISM ON BRAND EQUITY IN LUXURY BRANDING

Anwar Sadat Shimul, Isaac Cheah, Mahabubur Rahman, Mai Nguyen

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) pp.182-187

THE EFFECT OF BRANDING ON USERS PERCEPTIONS OF AI- POWERED CHATBOTS

Daniela Langaro, Catarina Marques, Jazia Gharbi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.159

EXPLORING THE IMPACT OF USER-GENERATED CONTENT ON LUXURY BRANDING

Chaeyeon Park, Minjung Cho, Erin Cho

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.120

CHATBOTS AS A BRANDED TOUCHPOINT

Daniela Langaro, Catarina Marques, Jazia Gharbi

Global Marketing Conference 2025 Global Marketing Conference at Hong Kong (2025.07) p.803

CO-BRANDING STRATEGIES OF INTERNATIONAL ENTREPRENEURIAL VENTURES: A SOCIAL MEDIA PERSPECTIVE

Sara Fraccastoro, Mika Gabrielsson, Per Servais

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.190-191

DOES BRANDING MATTER IN UNIVERSITY SOCIAL MEDIA ADVERTISING?

Sangwon Lee

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.43

OVERSEA BRAND TYPOGRAPHY: IS IT POSSIBLE TO MAINTAIN BRAND CONSISTENCY ACROSS WRITING SYSTEMS?

Weixi Kou, Franck Celhay, Peiyao Cheng, Mathieu Kacha

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.907

THE MULTILEVEL EFFECT OF BRAND COMMUNICATION ON BRAND CITIZENSHIP BEHAVIOR: THE MODERATED MEDIATION OF BRANDING CULTURE AND BRAND PSYCHOLOGICAL OWNERSHIP

Hsu-Hsin Chiang, Tzu-Shian Han

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1558-1561

BRANDING FAMILY-OWNED CRETAN WINERIES: THE ROLE OF HERITAGE

Maria Psimouli, Styliani Kladou, Ilias Kapareliotis

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1435-1456

LIFESTYLE YOUTUBE INFLUENCERS: CURATORS OF LIFESTYLE BRANDING

Elaina Aquino, Kiseol Yang, Lynn Brandon

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1046-1047