Results 281 to 290 of about 7,614,752 (337)

Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement

International Journal of Contemporary Hospitality Management, 2022
Purpose This study aims to contribute by forming the concept of luxury hotel brand (four- and five-star hotel) coolness and revealing its promoting role to customer brand engagement with brand satisfaction and brand love as connecting components and ...
N. H. Khôi, A. Le
semanticscholar   +1 more source

Brand stories: bringing narrative theory to brand management

Journal of Strategic Marketing, 2021
While the use of stories in branding has been well-researched from a consumer influence perspective, limited work has taken a strategic view of brand storytelling.
Adam J. Mills, J. John
semanticscholar   +1 more source

Brand Management

Encyclopedia of Sustainable Management, 2020
The American Marketing Association, defined a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers ...
Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre   +2 more
semanticscholar   +3 more sources

What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment

Corporate Social Responsibility and Environmental Management, 2020
Social responsibility has become a cornerstone of brand management, enabling brand differentiation in a high growth market. By distinguishing between symbolic and utilitarian associations of social responsibility, our study identifies two levers for ...
T. Abid, Marie-Aude Abid-Dupont, Jean-Louis Moulins   +2 more
semanticscholar   +1 more source

Market orientation, brand management processes and brand performance

, 2020
Purpose The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance.
Pramod Iyer, A. Davari, Saurabh Srivastava, A. Paswan   +3 more
semanticscholar   +1 more source

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation

Journal of Marketing Research, 1994
The authors examine the history of brand management by tracing its development in the context of the marketing environment from 1870 to the present. They develop six theses regarding the evolution of brand management and its implications and substantiate them utilizing a historical approach.
George S. Low, Ronald A. Fullerton
openaire   +2 more sources

An examination of the role of internal brand management: impact of contractual models

Journal of Hospitality Marketing & Management, 2020
Despite extensive evidence investigating the critical role of internal brand management on employees’ behavior, there is limited empirical evidence investigating the causality between internal brand management and trust/intention to stay in the hotel ...
Bonhak Koo, Catherine R. Curtis
semanticscholar   +1 more source

Antecedents and consequence of brand management: empirical study of Apple’s brand product

, 2020
This paper aims to investigate the relevance of each variable such as brand attitude, brand awareness, brand visibility (BV), brand integrity (BI), brand reputation and brand performance through direct and intervening testing, so that the research has ...
M. Razak, Muhammad Hidayat, Ansir Launtu, A. Putra, Shandra Bahasoan   +4 more
semanticscholar   +1 more source

Organizational ambidexterity, brand management capability and brand performance

, 2020
Purpose The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and ...
Pramod Iyer, A. Davari, Mohammadali Zolfagharian, A. Paswan   +3 more
semanticscholar   +1 more source

Strategic Brand Management

2018
Strategic Brand Management is made of three parts. Part 1 is about the sociocultural meaning of brands. It looks at understanding the social psychology of brands, emotion and brands, the symbolic meaning of brands, and cultural meaning of systems and brands. The second part looks at brand equity and brand building.
Rosenbaum-Elliot, Richard, Percy, Larry, Pervan, Simon J   +2 more
openaire   +3 more sources