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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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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Antecedents and outcomes of brand management from the perspective of resource based view (RBV) theory [PDF]
, 2013 Brand management requires greater emphasis on internal factors to increase brand performance. A model of antecedents and outcomes of brand management is developed in this study based on the Resource Based View (RBV) Theory.
Albert Gisip, Imelda, Harun, Amran
core +5 more sources
Frontiers in Psychology, 2022 It is believed in many studies that the servitization of manufactures is driven by internal economy, but the situation in China may be somewhat different.
Hui Wang +3 more
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Frontiers in Psychology, 2021 Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together.
Bin Li +5 more
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Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? [PDF]
, 2020 To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods.
Bian, Xuemei, Haque, Sadia
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The Studying of Brand Management Dimensions on Sport Brand Management (Case Study of Zagros Kermanshah Province) [PDF]
New Approaches in Sport Sciences, 2019 Purpose: The purpose of this study was to investigate the dimensions of brand impact on sports, economic and professional experts, managers and experts in Kermanshah province. Method: This is a descriptive-survey research.
Mohammad Saeid Kiani , Shahab Baharmi
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Brand-Management Theoretical Principles in Music Business
Socio-Cultural Management Journal, 2021 Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to
Катерина Данілова +1 more
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