Results 11 to 20 of about 919,362 (285)
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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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
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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.
Silvia Delia OLARU , Elena GURGU
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, 2016 Brand Marketing Overview – history and strategies Brand Equity – brand building and customer value Brand Positioning – identifying customer segments Choosing Brand Elements – tactics Designing Brand Building Marketing Programs – product, pricing and ...
Kotovs'ka, Iryna +1 more
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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
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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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