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.
Fatima Nawaz Qureshi +5 more
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New challenges in brand management [PDF]
Spanish Journal of Marketing-ESIC, 2018 Purpose - This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.
Cleopatra Veloutsou +1 more
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Brand Management Strategies as Components of Brand Management [PDF]
Business 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 the business environment, the high level of competition dictates the need to find new opportunities
V. I. Troyan, A. S. Braslavska
openaire +2 more sources
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
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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
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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
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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
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Frontiers in Psychology, 2022 Due to the untouchability of online shopping environment, image and text description, as two main ways of product information display, are important indicators for consumers to evaluate products.
Zan Huang +4 more
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DESTINATION SOUTH AFRICA: ANALYSIS OF DESTINATION AWARENESS AND IMAGE BY INTERNATIONAL VISITORS [PDF]
Geo Journal of Tourism and Geosites, 2019 International tourism is vital to South Africa’s economy and tourism industry. It accounts for 48% of the country’s tourism volume and 3% of GDP. It is important to establish the image that international visitors have of South Africa to safeguard the ...
René HAARHOFF, Bianca DE KLERK
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