Results 21 to 30 of about 2,563,786 (225)
The Relationship of Brand Marketing Communication and Brand Authenticity
Journal of International Business, Economics and Entrepreneurship, 2020 This study aims to determine the relationship between brand marketing communication towards brand authenticity among the users of a local brand company.
Wan Soraya Wan Abdul Ghani +3 more
doaj +2 more sources
Investigating the service brand: A customer value perspective [PDF]
Management Science Letters, 2014 This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image ...
Leyla Heydari , Fereshteh Lotfizadeh
doaj +1 more source
The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry [PDF]
, 2011 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about
Chen, Chen-Chu
core +6 more sources
Journal of Business Economics and Management, 2017 Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees’ attitudes and ...
Rafael Bravo +3 more
doaj +1 more source
The six conventions of corporate branding. [PDF]
, 2003 This paper considers the emerging focus in both academic and practitioner literature on the concept of the corporate brand and argues that the underlying generative mechanisms and processes that enable successful corporate brand management are not ...
Bickerton, David, Knox, Simon
core +1 more source
A Management Method of the Corporate Brand Image Based on Customers’ Perception
Procedia Computer Science, 2018 Abstract In order to acquire target brand images, companies develop various activities to manage brands as assets. However, in fact, since companies cannot grasp the necessary elements for the image, there are companies that make inconsistent products and promotions into the world.
Takumi Kato, Kazuhiko Tsuda
openaire +2 more sources
Exploring the relationship between sustainability perceptions and brand value: how and why does perceived sustainability affect brand value? [PDF]
Spanish Journal of Marketing-ESICPurposePrevious research examining the association between brand value and sustainability has largely focused on corporate sustainability efforts measured through environmental, social and governance indices, rather than on customer perceptions of those ...
Gabriela Salinas, Carmen Abril
doaj +1 more source
Basics of brand building in the banking industry
Фінансово-кредитні системи: перспективи розвитку., 2023 This article explores the fundamentals of brand building in the banking industry, emphasizing the increasing importance of brand management in a globalized and competitive market.
Nadiia Morozova, Iryna Denchyk
doaj +1 more source
Integrating sustainability into brand valuation models: an integrative literature review [PDF]
European Journal of Management and Business EconomicsPurposeGiven the mixed findings in the literature regarding the impact of sustainability on brand value, this study aims to clarify the debate by analyzing and synthesizing existing research. We focus on the metrics used to assess both sustainability and
Gabriela Salinas, Carmen Abril
doaj +1 more source
Frontiers in Psychology, 2022 The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working ...
Raja Irfan Sabir +5 more
doaj +1 more source