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商品編號： W40167 出版日期： 2024/12/19 作者姓名： Lambert, Sheri;Lavin, Amy 商品類別： Marketing 商品規格： 19p 再版日期： 2025/01/05 地域： United States 產業： 個案年度： -
商品敘述：
In 2022, Doja Cat walked the red carpet for the sixty-fourth annual Grammy Awards in Las Vegas, Nevada, wearing a blinged-out JBL speaker as her only accessory. Chris Epple, vice president of marketing in the lifestyle division of JBL''s parent company, Harman International Industries Inc. (Harman), had realized a huge win with the Doja Cat collaboration. A year after the Grammy Awards, in March 2023, Epple contemplated what was next. He knew this had been the right partnership at the right time, but his greatest concern now was maintaining the social media buzz and continuing to build community around the brand. He wondered how JBL should manage future partnerships and collaborations to keep its target Generation Z consumers engaged and the brand story relevant. Sheri Lambert is affiliated with Temple University; Amy Lavin is affiliated with Temple University
涵蓋領域：
Digital marketing;Marketing;Disruptive innovation;Brand positioning;Social media
相關資料：
, (W40168), p, by Sheri Lambert, Amy Lavin
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