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Building a Strong Brand

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References

2016Understanding Customer Experience Throughout the Customer Journey6,834 cited
2000A framework for marketing management1,122 cited
2020More than meets the eye: The functional components underlying influencer marketing1,101 cited
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2021Trust me, trust me not: A nuanced view of influencer marketing on social media804 cited
2021Understanding influencer marketing: The role of congruence between influencers, products and consumers795 cited
2020Political Effects of the Internet and Social Media778 cited
2020Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.638 cited
2019What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research498 cited
2020Community engagement for COVID-19 prevention and control: a rapid evidence synthesis476 cited
2020The digital marketing capabilities gap458 cited
2020Brand experience and brand loyalty: is it a matter of emotions?389 cited
2021Consumer engagement in social media brand communities: A literature review338 cited
2019Two decades of research on nation branding: a review and future research agenda317 cited

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2012A history of the concept of branding: practice and theory242 cited

2012The Sounds of Capitalism233 cited

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2025Data-Driven Decision-Making in Marketing: A Systematic Literature Review of Emerging Themes and Research Gaps11 cited