Results 21 to 30 of about 953,712 (378)
Brand Policy and Brand Equity [PDF]
Symphonya. Emerging Issues in Management, 2001 A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic ...
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Emotional branding speaks to consumers’ heart: the case of fashion brands
Fashion and Textiles, 2019 In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing ...
Youn-Kyung Kim, P. Sullivan
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, 2020 A brand can be defined as a set of tangible and intangible attributes designed to create awareness and identity, and to build the reputation of a product, service, person, place, or organization. The objective of branding strategy is to create brands that are differentiated from the competition, thereby reducing the number of perceived substitutes in ...
Sammut-Bonnici, Tanya +2 more
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Understanding brands, branding and brand equity [PDF]
Interactive Marketing, 2003 Branding has become a top management priority which has necessitated that all members of an organisation have an understanding and appreciation of some branding basics. Towards that goal, this paper outlines some important principles of brands, branding and brand equity.
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The role of brand love on brand satisfaction, brand engagement, and brand loyalty
Jurnal Manajemen Maranatha, 2023 This research aims to examine the influence of brand satisfaction on brand love and subsequently on both brand engagement and brand loyalty in the context of beauty products. Additionally, this research examines the mediation effect of brand love on the relationship between brand satisfaction and brand engagement, as well as between brand satisfaction ...
Burhanudin, Burhanudin, Febryanti, Binta
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Employer Branding: A Brand Equity‐Based Literature Review and Research Agenda
, 2018 Over the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer branding concept and ...
Christian P Theurer +3 more
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Bibliometric Analysis of Chinese Research on City Brand and Brand Building Strategies for Beijing [PDF]
SHS Web of Conferences, 2023 With the gradual improvement of urbanization in China, it is important to research city branding to promote high-quality urban development. This paper uses CSSCI journals (including the expanded edition) in CNKI as the data source to collect the papers ...
Gu Yingxiao, Wang Zongshui
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Personal Branding: Interdisciplinary Systematic Review and Research Agenda
Frontiers in Psychology, 2018 Personal branding has become an important concept in management literature in recent years. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and
S. Gorbatov +2 more
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Industry Innovation and Brand-Mode Shift
Maketingu Janaru, 2019 Brand strategy is defined to be based on the cognition of customers, and is centered on the "exchange, sense, symbol" principle and designed for integration of management, marketing, and communication.
Kazuhiko Mori
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Country of origin, branding strategy and internationalisation: The case of Chinese piano companies [PDF]
, 2008 This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the paper is two folds. Firstly it examines the interplay between the country of origin (COO) effect and international branding, and how COO ...
Fan, Y
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