All Outputs (5)

Internet marketing (2020)
Book Chapter
Dobson, P., & Maheshwari, V. (2020). Internet marketing. In Entrepreneurship Marketing. London: Routledge. https://doi.org/10.4324/9780429505461-11

Internet marketing has changed the outlook for businesses in the way they promote their products and services and the how they engage with their existing and prospective customers. Customer personas have been used in traditional marketing and digital... Read More about Internet marketing.

Digital marketing and the young consumer (2017)
Book Chapter
Maheshwari, V., Sinnott, K., & Morris, B. (2017). Digital marketing and the young consumer. In A. Gbadamosi (Ed.), Young Consumer Behaviour. London: Routledge. https://doi.org/10.4324/9781315213590-11

This chapter analyzes the influences of the young consumer on the digital or online decision-making process for a variety of relevant brand categories. The digitalisation of media fuelled by remarkable technological advancement has changed the landsc... Read More about Digital marketing and the young consumer.

Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct (2016)
Book Chapter
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2016). Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct. In M. Obal, N. Krey, & C. Bushardt (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11815-4_221

The marketing field first took an interest in brand loyalty on an academic level through Copeland’s work in 1923 (cited in Kabiraj and Shanmugan 2011, p. 288), with the understanding that brand loyalty existed only at the behavioural level. At this t... Read More about Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct.

Examining the relationship between branding a place and sustainable development (2014)
Book Chapter
Maheshwari, V., Vandewalle, I., & Bamber, D. (2014). Examining the relationship between branding a place and sustainable development. In D. Deeter-Schmelz (Ed.), Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11797-3_161

There has been a steady increase in competition between places in terms of attracting tourists, businesses and investments, over the past few years (Kotler, et.al. 1993). This has made the marketing of places a key driver of the economic activities a... Read More about Examining the relationship between branding a place and sustainable development.

Can sustainability be achieved by effective branding of a place? (2014)
Book Chapter
Maheshwari, V., & Vandewalle, I. (2014). Can sustainability be achieved by effective branding of a place?. In M. Dato-On (Ed.), The Sustainable Global Marketplace : Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-10873-5_177

The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. A place-specific branding campaign was considered and findings of this research suggest that place branding plays an... Read More about Can sustainability be achieved by effective branding of a place?.