KOREASCHOLAR

IMPACT OF FEMVERTSING ON BRAND CREDIBILITY, BRAND AUTHENTCITY AND PURCHASE INTENTION

Athanasios Poulis, Anastasios Panopoulos, Prokopis Theodoridis, Ann-Kathrin Schmitt

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1070

WHAT DRIVES PERCEPTIONS OF BRAND LUXURY WITH GEN Z? AN EXPLORATORY STUDY OF GERMAN CONSUMERS

Carolin Müller, Fernando Fastoso, Anja Spilski

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1059

STRATEGIC PLANNING PROCESS OF SUSTAINABILITY INITIATIVES: EFFECTS OF BRAND-SUSTAINABILITY-SELF-CONGRUENCE

Ken Kumagai

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.1054

“CAN YOU BELIEVE THAT?” – ON FASHION BRANDS GREEN COMMUNICATIONS AND GEN Z’S PERCEPTION OF BRAND CREDIBILITY

Emily Rathbone, Alessia Grassi

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.1026-1027

WHAT CAN I EXPECT FROM THIS BRAND? DEVELOPMENT AND VALIDATION OF A CONSUMER-BRAND RELATIONSHIP NORMS SCALE

David Bourdin, Katerina Makri, Georgios Halkias

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.993

FASHION BRANDS IN THE METAVERSE: BRAND MARKETING AND CONSUMER ENGAGEMENT INITIATIVES

Patricia SanMiguel, Narmin Sayeed, Teresa Sádaba

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.958-962

VOTING WITH YOUR WALLET: ON THE RELATIONSHIP BETWEEN POLITICAL IDEOLOGY AND GLOBAL BRAND PERFORMANCE

Timo Mandler, Burcu Sezen, Andres Alberto Barrios Fajardo, Jieke Chen

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.940

HOW DOES BRAND-GENERATED CONTENT ON SOCIAL MEDIA INFLUENCE CONSUMERS: EMPIRICAL STUDY WITH FASHION BRANDS IN INSTAGRAM

Xiaoru Gao, Seung-Chan Choi, Sunghoon Kim, Kihyun Kim, Madhavi Chakrabarty

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.924

KEY DIMENSIONS OF AI-POWERED VOICE ASSISTANTS AS RELATED TO PERCEIVED CONTROL, FLOW, CONSUMER HAPPINESS, AND BRAND LOYATLY

Jennifer Huh, Hye-Young Kim, Garim Lee

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.916-917

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

STRATEGIC PLANNING PROCESS OF SUSTAINABILITY INITIATIVES: EFFECTS OF BRAND-SUSTAINABILITY-SELF-CONGRUENCE

Ken Kumagai

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.865-866

THE IMPORTANCE OF RETAIL BRAND COMMUNITY: CONSIDERATION FROM BRAND COMMUNITY AND SOCIAL IDENTITY THEORY

Tetsuma Emmaru

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.849

EXPLORING AGEING CONSUMERS’ USAGE OF CONTENT MARKETING, CONTENT TYPOLOGY, AND ONLINE BRAND ADVOCACY

Jitpisut Bubphapant, Amélia Brandão

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.793-797

TESTING A CONSUMER BRAND ENGAGEMENT SCALE IN AN INSTAGRAM COSMETIC PURCHASE CONTEXT

Helen Inseng Duh, Thembekile Mayayise

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.758-765

AI-BIASED BRAND VOICE – IMPACT OF POLITICAL INCORRECTNESS ON BRAND EVALUATION

Carsten Baumgarth, Alexandra Kirkby

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.757

LET’S GET PHYGITAL! THE INFLUENCE OF AR-ENABLED PRODUCTS ON CONSUMER-BASED BRAND EQUITY AND REPURCHASE INTENTION

Denise Pape, Waldemar Toporowski

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.755-756

THE RADICAL SOCIAL MOVEMENT BURNING MAN AS A BRAND: RETHINKING ITS IMPLICATIONS

Elina Koivisto, Jukka-Pekka Heikkilä

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.751

BRAND COMPETITIVENESS: A CUSTOMER-BASED PERSPECTIVE

Rico Piehler, Chris Baumann, Gaki Wangmo

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.733

HOW GAME ADVERTISING INFLUENCES THE BRAND EQUITY OF LUXURY BRANDS

Mariana Rodrigues, Maria Inês Romero, Sandra Maria Correia Loureiro

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) pp.705-710

HOW TO BRIDGE THE GAP BETWEEN BRAND RECOGNITION AND CUSTOMER PERCEIVED VALUE IN THE DIGITAL AGE?

Lang-lung Luke Chiang, Mia Hsiao-Wen Ho, Chun-Yueh Chang

Global Marketing Conference 2023 Global Marketing Conference at Seoul (2023.07) p.685