It's not about sales. If you already have an online brand community or you're just looking to get started, it helps to do a bit of benchmarking. Here is a list of 10 examples to consider. These online ...

Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of ...

As a result, growth tends to plateau. The brand becomes dependent on a cycle of constant promotions to maintain visibility but lacks a deeper connection with its audience. In this article ...