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Frontiers in Psychology, 2022 Brand M&A has long been an extremely common strategy for expanding the scale of an organization and entering new business areas, but various signs show that many brand mergers and acquisitions (M&As) do not add value.
Wen-Hong Chiu +3 more
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Brand identity development [PDF]
E3S Web of Conferences, 2020 The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy,
Ianenko Marina +2 more
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When Brand Familiarity Breeds Risk: The Curse of Negative Knowledge
GfK Marketing Intelligence Review, 2018 In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can actually add risk.
Walker Chip
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At-Risk Brand Relationships and Threats to the Bottom Line
GfK Marketing Intelligence Review, 2018 Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events.
Hupp Oliver +2 more
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Current Issues in Brand Research
Maketingu Janaru, 2019 Brand continues to be an important academic topic in marketing. In this article, four brand researchers present and discuss current issues in expanding brand research.
Yukihiko Kubota +3 more
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Beverages, 2019 Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship.
Federica Galli +2 more
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The Role of Color in the Brand Commitment of Sporting Good's Consumers: Mediating Role of the Brand Equity [PDF]
Sports Business Journal, 2023 Purpose: Color is commonly regarded as the primary symbol that elicits customers' attraction, interest, or aversion. This research examines brand characteristics concerning color: Brand Commitment and Brand Equity.Methodology: The statistical population ...
Soodabeh Rahmati +2 more
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BRAND COMMUNICATION OF TOURIST DESTINATIONS DURING THE COVID-19 PANDEMIC
Russian Studies in Culture and Society, 2022 This article explores the effective practices of brand communications of tourist destinations during the pandemic. The relevance of the chosen topic is due to the economic crisis caused by the pandemic and, as a consequence, the need to revise the brand ...
Iulia V. Berval, Guzel R. Karimova
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Journal of Ethnic Foods, 2017 Background: In this paper, recognition of traditional agricultural products by the general public is presented and analyzed to explore the transgenerational aspects of traditional vegetables and their knowledge transfer. It is necessary to understand how
Yuta Uchiyama +2 more
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Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
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