Browsing Management and Marketing Conference Papers by Subject "branding"
Now showing items 1-3 of 3
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Conceptualizing brand consumption in social media community
(Academic Conferences and Publishing International Limited, 2014-07)The emergence of social media is challenging the conceptualization of the brand. This paper develops a conceptual model of the consumption of brands in Social Media Community (SMC). The research triangulates a social media ... -
SME brand management : a lack of business skills, financial support and human resources
(World Business, Finance and Management Conference (WBFAMC), 2015-12)Brand management is a means to building a strong brand and enhancing business performance. This research project aimed to investigate how brand management is exercised in SMEs in Laos especially in the handicrafts sector ...