Results 341 to 350 of about 1,566,855 (380)

Strategy Management

, 2022
. With the rapid development of society and economy, China’s national income has further increased, and the pursuit of quality of life has become higher and higher.
Jiayi Liu
semanticscholar   +1 more source

“Made in China” and Chinese Brand Management Across Cultures: A New Matrix Approach

, 2020
This study proposes a matrix that classifies and compares key forms of intercultural branding and brand communication among Chinese companies, focusing on Chinese brands that have developed in competition with foreign suppliers and have chosen different ...
Jonas Polfuß
semanticscholar   +1 more source

How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy

, 2018
Purpose This paper contrasts research streams in corporate brand management (CBM) with an orientation toward general strategy. The aim is to (a) examine whether CBM research is as diverse as research on general strategy and (b) identify potentially new ...
H. Schmidt, Jörn Redler
semanticscholar   +1 more source

Global Brand Building and Management in the Digital Age

Journal of International Marketing, 2020
The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends.
J. Steenkamp
semanticscholar   +1 more source

A framework to manage business-to-business branding strategies

EuroMed Journal of Business, 2019
PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology ...
Cassia, Fabio, Magno, Francesca
openaire   +4 more sources

Social media content strategy in hospitality: the impact of experiential posts and response congruence on engagement, hotel image, and booking intention

Journal of Hospitality Marketing & Management, 2023
This study aims to address the role of content type in social media posts and the influence of management response congruence on improving user engagement, booking intention and hotel brand image.
Mónica Veloso, Marco Ieva, Mónica Gómez-Suárez   +2 more
semanticscholar   +1 more source

MANAGING BRANDS: CHALLENGES AND STRATEGIES

2013
The battle for a share of the customer’s wallet and cut throat competition for every bit of market space has resulted in search for a powerful weapon that delivers sustainable competitive differentiation. Here it is important to quote Philip Kotler about his perception on brands, “Branding is expensive and time consuming and it can make or break a ...
Singh, Dr. Jeet, Yadav, Dr. Preeti
openaire   +1 more source

Brand Management Strategy of Kweichow Moutai

Frontiers in Business, Economics and Management
Baijiu has a long history in China, it is a special drink for the vast number of working people in China, which has survived thousands of years of history and continues to develop and improve, with a gradual rise in domestic consumption and an increasing
Gongxuan Dai
semanticscholar   +1 more source

Strategic Brand Management in Higher Education

, 2019
University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance
B. Nguyen, T. Melewar, J. Hemsley‐Brown   +2 more
semanticscholar   +1 more source

Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM

Industrial management & data systems, 2017
Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence).
A. Andrei, Adriana Zait, Elena‐Mădălina Vătămănescu, F. Pinzaru   +3 more
semanticscholar   +1 more source