Telling a pregnant woman and her family about a fetal demise is one of the greatest challenges for maternity care clinicians. In this essay, the author reflects on such an encounter in her work as a community health center clinician, maternity care teacher, and mother herself.

In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, c...

Open online brand communities represent a significant potential for innovative ideas. Companies are seeking ways to utilize this source of information and knowledge and to promote knowledge exchange between the company and active members of open online brand communities. In open online brand communities, members voluntarily contribute and control their knowledge. For this research, we collected...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision about...

This article explores the various stances and ideas that firms must both heed and consistently adapt to in the perpetuation of the Web 2.0 phenomenon of online social networks (OSNs). Within the article, the sociological implications of OSNs are explored before discussing various strategies, opportunities, and problems that are associated with the continued growth of OSNs within and outside of ...

As a common experience-based emotion, awe can easily arise within consumers who are immersed in an online brand community. On the basis of prototype theory, this paper developed research model involving community management authority, professionalism opinion leaders, participation time, awe, and customer engagement at organizational individual levels The study then targeted mobile community, ob...