Browsing by Subject "Brand image"
Now showing items 1-2 of 2
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Scottish country of origin: its role and value in the identities of Scottish premium/luxury brands.
(The Robert Gordon University Department of Communication, Marketing & Media., 2010-11)The focus of this study is the role and function of country of origin (COO) in the creation and communication of the brand identities of Scottish premium/luxury brands. It applies the identity concept which is well ... -
Social media in construction: an exploratory case study.
(Routledge https://www.taylorfrancis.com/books/e/9781317427889, 2017-05-05)PERERA, S., VICTORIA, M. and BRAND, S. 2017. Social media in construction: an exploratory case study. In Ingirige, B., Ruikar, K., Perera, S. and Obonyo, E. (eds). Advances in construction ICT and e-business. London: Routledge [online], chapter 16, pages 376-403. Available from: https://www.taylorfrancis.com/books/e/9781317427889Social media are considered as powerful tools to inuence people as well as businesses in a short time span. Therefore, systematic use of social media in a business environment can bring greater benets in no time. However, ...