Results 251 to 260 of about 231,148 (300)

To Brand or Not to Brand: An Introduction to B2B Branding

2021
Lead generation, marketing automation, performance marketing, or content AI are only a few of the recent developments that have re-shaped the face of B2B marketing. Perhaps even thus far that conventional elements such as branding have become obsolete?
Kirsten Juliet Ives, Vera Müllner
openaire   +1 more source

Pharmaceutical branding: ‘To brand or not to brand’

Journal of Medical Marketing, 2008
The UK pharmaceutical industry has witnessed many changes in the last ten years, adapting to new government regulations, price competition and parallel import from Europe.
openaire   +1 more source

Brands and Branding

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,
openaire   +1 more source

Brands and Branding

2023
Ashita Aggarwal, Suraj Commuri
openaire   +2 more sources

‘Cool', Brands and ‘Cool' Brands

International Journal of Asian Business and Information Management, 2014
The term ‘cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool' in this perspective is precious resource which can be used in brand building. The authors'
openaire   +3 more sources

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

Intelligent Decision Technologies
In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and ...
openaire   +2 more sources

Brands and branding

2022
Samuelson Appau, Kofi Poku
openaire   +1 more source

The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment

2014
Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
openaire   +1 more source

Self-construal drives preference for partner and servant brands

Journal of Business Research, 2021
Vanitha Swaminathan, Shailendra Jain, Meng-Hua Hsieh   +2 more
exaly  

Impact of Brand Experience, Brand Familiarity, Brand Trust, and Brand Satisfaction on Brand Attachment and Brand Purchasing Intention: Focused on Luxury Brand

Journal of Distribution and Logistics, 2021
Oi Sul Jeon, Sung Kyu Park
openaire   +1 more source