The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational
With the expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social
