| Abstract [eng] |
Terrorist Organizations as Global Brands. Al Qaeda and ISIS: How Brand Strategy Influence Recruitment This paper examines the strategy for recruiting new members of Al Qaeda and ISIS terrorist organisations (2013-2017). A comparative study is conducted to evaluate terrorist organizations as global brands and to analyze the selection of their recruitment tactics using sales funnel model: target groups, recruitment channels, proposed benefits. The study relies and is conducted to confirm the underlying assumption that both ISIS and Al Qaeda's strategies are similar and overview the reasons why the number of recruits involved is different. |
