Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. [PDF]
PLoS One, 2022 The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees' perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees.
Qureshi FN +5 more
europepmc +3 more sources
Branding and the risk management imperative [PDF]
GfK Marketing Intelligence Review, 2018 In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution ...
Fournier, Susan, Srinivasan, Shuba
core +3 more sources
Brand Management Nowadays [PDF]
Revista de Management Comparat International, 2010 Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer.
Elena GURGU, Silvia Delia OLARU
core +2 more sources
Brand Management Strategies as Components of Brand Management [PDF]
Bìznes Inform, 2021 The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of
Troyan Vladislava I., Braslavska Anna S.
doaj +1 more source
Brand Management: Defining the Essence and Place in the System of Related Categories [PDF]
Bìznes Inform, 2021 This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing.
Pidhurska Viktoriia O.
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Customer management in B2B markets in the context of digitalization
Вестник университета, 2023 The article is devoted to the problem of improving customer management in B2B markets in the context of digitalization. By analyzing the literature on the issues under study, the authors identified the main factors contributing to the transition from ...
M. V. Orlova, V. V. Orlov
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Construction and Application of the Attention Analysis Model of Brand Management Policies of Agricultural Products with Geographical Indications [PDF]
Nongye tushu qingbao xuebao, 2023 [Purpose/Significance] Geographical indications (GIs) are an important tool for local governments in China to carry out brand building of agricultural products. Brand management is a continuous systematic project involving multiple subjects.
HUO Mengjia, LIU Juan, Huang Jie
doaj +1 more source
Understanding the consumers’ multi-competing brand community engagement: A mix method approach
Frontiers in Psychology, 2023 IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships.
Kai He +3 more
doaj +1 more source
Frontiers in Psychology, 2023 IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated.
Ying Jiang +3 more
doaj +1 more source
Millennials' Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective
Gadjah Mada International Journal of Business, 2022 The mushrooming growth of luxury brands has been evidenced worldwide, especially among developing countries such as Malaysia. Despite Malaysian consumer confidence slowing due to uncertainty about the economic conditions, the demand for luxury brands is ...
Hasnizam Shaari +2 more
doaj +1 more source