Results 51 to 60 of about 870,720 (262)
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
doaj +1 more source
Millennial cultural consumers : Co-creating value through brand communities [PDF]
, 2014 The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations.
Astafyeva, Alexandra, Halliday, Sue
core +1 more source
Formation of brand-centric industrial enterprise management [PDF]
Marketing i Menedžment Innovacij, 2012 The article investigates the essence of brand-centric approach to industrial enterprise management. Analyzed of the concept of brand-centric management.
N.V. Ivashova
doaj
Brand Management Internationalization: Case Study of Nike
Journal of International Trade, Logistics and Law, 2023 Global branding relies on brand management internationalization, which is critical to building and managing brands beyond national boundaries. This requires developing brand strategies that address the specific needs and preferences of international ...
Neginsadat Bekheir Nia
doaj
Gestalt Theory, 2021 For almost 40 years, a specific form of brand management with scientific and practical resonance has been evolving in Germany, Austria, and Switzerland – along with a multitude of microeconomic schools and authors.
Errichiello Oliver
doaj +1 more source
The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty [PDF]
arXiv, 2023 The idea that marketing, in addition to profitability and sales, should also consider the consumer's health is not and has not been a far-fetched concept. It can be stated that there is no longer a way back to producing environmentally harmful products, and gradually, governmental pressures, competition, and changing customer attitudes are obliging ...
arxiv
Gender Bias in Password Managers [PDF]
arXiv, 2022 For the first time, we report gender bias in people's choice and use of password managers, through a semi-structured interview ($n=18$) and a questionnaire-based survey ($n=200$, conducted `in the wild'). Not only do women and men prefer different types of password managers, but software features that women and men frequently use also differ.
arxiv
Brand governance: The New Agenda in brand management [PDF]
Journal of Brand Management, 2010 The author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies. The author also presents future challenges and threats to brand equity including empowered consumers, the ...
Richard Jones, Clive Helm
openaire +3 more sources
Ethical branding and corporate reputation [PDF]
, 2005 This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research.
Fan, Y
core +1 more source
International Journal of Telemedicine and Applications, 2014 The main objective of this pilot study was to test the effectiveness of an online, interactive physical activity intervention that also incorporated gaming components.
Kjærsti Thorsteinsen +2 more
doaj +1 more source