Results 321 to 330 of about 8,806,695 (362)
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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 +2 more
semanticscholar +1 more source
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 +2 more
semanticscholar +1 more source
2006
La marca è una risorsa sempre più strategica e la sua corretta gestione è diventata una priorità non solo per le imprese industriali, di servizi e commerciali (consumer branding, service branding, business to business branding, corporate branding, retail branding), ma anche per paesi (country branding), città (city branding), idee e cause sociali (
BUSACCA, BRUNO GIUSEPPE +1 more
+6 more sources
La marca è una risorsa sempre più strategica e la sua corretta gestione è diventata una priorità non solo per le imprese industriali, di servizi e commerciali (consumer branding, service branding, business to business branding, corporate branding, retail branding), ma anche per paesi (country branding), città (city branding), idee e cause sociali (
BUSACCA, BRUNO GIUSEPPE +1 more
+6 more sources
Market orientation, brand management processes and brand performance
, 2020Purpose 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 +3 more
semanticscholar +1 more source
An examination of the role of internal brand management: impact of contractual models
Journal of Hospitality Marketing & Management, 2020Despite 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
Organizational ambidexterity, brand management capability and brand performance
, 2020Purpose 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 +3 more
semanticscholar +1 more source
2012
In the first part of my bachelor's thesis on the theme "Brand management" are explained the theoretical aspects of brand management and this part also determines the basic concepts in this issue. The practical part of this bachelor's thesis deals with brand building and also with brand management in the company ALFUN Inc.
Jean-Jacques Lambin, Isabelle Schuiling
+7 more sources
In the first part of my bachelor's thesis on the theme "Brand management" are explained the theoretical aspects of brand management and this part also determines the basic concepts in this issue. The practical part of this bachelor's thesis deals with brand building and also with brand management in the company ALFUN Inc.
Jean-Jacques Lambin, Isabelle Schuiling
+7 more sources
Antecedents and consequence of brand management: empirical study of Apple’s brand product
, 2020This 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 +4 more
semanticscholar +1 more source
Journal of Brand Management, 1997
Although luxury goods form a distinct economic sector in many countries, a certain vagueness still remains over the concepts of luxury and the luxury brand. How does the luxury brand differ from the ‘up-market’ brand or the ordinary brand? Are the differences simply those of degree or inherent in the luxury brand’s nature?
openaire +1 more source
Although luxury goods form a distinct economic sector in many countries, a certain vagueness still remains over the concepts of luxury and the luxury brand. How does the luxury brand differ from the ‘up-market’ brand or the ordinary brand? Are the differences simply those of degree or inherent in the luxury brand’s nature?
openaire +1 more source
Brand management in the era of fake news: narrative response as a strategy to insulate brand value
Journal of Product & Brand Management, 2019Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly ...
Adam J. Mills, Karen Robson
semanticscholar +1 more source
Fake news and brand management: a Delphi study of impact, vulnerability and mitigation
Journal of Product & Brand Management, 2019Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and ...
Andrew Flostrand +2 more
semanticscholar +1 more source