Results 321 to 330 of about 953,712 (378)
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Two decades of research on nation branding: a review and future research agenda
International Marketing Review, 2019PurposeDespite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing.
A. Hao +4 more
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Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
, 2002Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its potential effects.
D. Holt
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Conceptualizing and researching employer branding
, 2004Employer branding represents a firm's efforts to promote, both within and outside the firm, a clear view of what makes it different and desirable as an employer. In recent years employer branding has gained popularity among practicing managers.
K. Backhaus, Surinder Tikoo
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When is a brand not a brand? [PDF]
Young Consumers, 2002 Discusses the importance of brands to children, and the importance of children to brands. Emphasises that children have a strong awareness of brands from a young age, and reports research on their identification of familiar brands (McDonalds was the best known).
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Authenticity in branding – exploring antecedents and consequences of brand authenticity
, 2017Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity.
Kristine Fritz +2 more
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Pharmaceutical branding: ‘To brand or not to brand’
Journal of Medical Marketing, 2008The UK pharmaceutical industry has witnessed many changes in the last ten years, adapting to new government regulations, price competition and parallel import from Europe.
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Exploring behavioural branding, brand love and brand co-creation
, 2016This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand ...
H. Kaufmann +2 more
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SSRN Electronic Journal, 2013
Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives,
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Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives,
openaire +3 more sources
International Commerce Review, 2007
Retailers’ sophisticated strategies for their store brands have changed the nature of their contest with manufacturer brands. For manufacturers, complacency is not an option. But how should they respond?
Jan-Benedict E.M. Steenkamp +1 more
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Retailers’ sophisticated strategies for their store brands have changed the nature of their contest with manufacturer brands. For manufacturers, complacency is not an option. But how should they respond?
Jan-Benedict E.M. Steenkamp +1 more
openaire +2 more sources
Mapping the domain of the fragmented field of internal branding
, 2016Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the ...
Fathima Z. Saleem, Oriol Iglesias
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