Brand Management - Science topic

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a yo...

Purpose This study explores the intricate interplay between internal brand management (IBM), leadership styles, and organizational citizenship behavior (OCB) in the dynamic Egyptian hospitality industry. The purpose is to investigate these relationships, considering the regional nuances of Southern and Northern Egypt. Design/methodology/approach A...

The main purpose of this study is to develop models that illustrate the impact of celebrity endorsement on consumer purchase intention, taking into consideration the important dimension of culture: individualism (Spain) versus collectivism (India). The study utilises the analytical model of the fuzzy forgotten effects theory to build a model for de...

Adidas is considered one of the most well-known and successful sports brands, which strives for continuous development and progress, evident through frequent innovations and new models, as well as highly original advertising campaigns. The subject of this paper is to present and analyze how the global company Adidas manages its globally renowned br...

Despite the extensive research on loyalty, academic discussions on simple and effective loyalty indices are surprisingly scarce. One of the few suggestions for loyalty indices is the net promoter score (NPS). Approximately two-thirds of Fortune 1000 companies currently use this index due to its overwhelming simplicity. However, scholars have critic...

Amidst the backdrop of swift economic progression and surging consumption rates, the global goods market is witnessing heightened brand competition. This evolving scenario has rendered domestic fashion brands particularly susceptible to various external adversities. Prominent among these challenges are misconceptions in brand management characteriz...

In today’s modern shipping business environment, there is a shift from traditional to digital marketing. Social media has the most significant potential for companies to reach consumers; thus, this paper aims to discover the intensity and content of the marketing activities of shipping companies through social media. Two different types of companie...

Artificial Intelligence (AI), a key component of the fourth industrial revolution, is currently on the radar of many academics and business experts. AI is not only able to process raw numerical data but also to generate image, video, textual, and audio material that can contribute to the development of brand and advertising elements within operatio...

Background The current study integrates brand management literature with food consumption research and develops an integrative framework by combining food safety trust, consumer perceived ethicality, brand evangelism, and brand passion into a single conceptual model. Method This quantitative study included 228 ready-to-eat consumers in China using...

Introduction. Today, Ukraine's economy is going through difficult times, which affects all areas of human activity. Show business, as a sphere of the cultural economy, is experiencing its own specific changes as a result. In this article, we analyse the state of the cultural industries since the beginning of the full-scale invasion, how it has affe...

Under the backdrop of Chinese time-honored brands, this paper examines the impact and mechanism of customer brand memory (CBM) and customer nostalgia proneness (CNP) on customer-based brand equity (CBBE). It takes into account the customer’s perspective and utilizes polynomial regression and response surface analysis. The study focuses on three asp...

Walmart is one of the largest retailers in the world, and its supply chain system is affected. Through the analysis of Walmart's business and technology, this paper discusses the reasons for Walmart's success. The success of Walmart's supply chain system must be connected to its efficient logistics system, advanced information technology, and close...

Emerging markets present opportunities to brand managers who understand the drivers of word of mouth (WOM). What motivates consumers to share positive WOM (PWOM) about brands? Is it their perception of its product attributes, perception of its advertising, or the receipt of WOM from others? In this study, we explore the effects of received WOM (RWO...

Article type: Research Full Paper Keywords: Personal branding Entrepreneurship development Small and medium businesses In a world where businesses are moving towards personal relationships and building trust, personal branding has become more and more a priority. Therefore, the purpose of the research is to present a personal branding model in the...

Despite the rise of stakeholder-focused brand studies and multiple research calls for more socially oriented branding, academic research on the relations between brands and their less favoured stakeholders is scarce. New goals set by scholars for brand management studies (brands as change agents, activists, or with a broader social relevance) requi...

Despite the growing attention on sustainability issues in the fashion and textile industry, most research has focused on non-luxury products, the research aimed at understanding sustainability issues in the luxury market is still scant, especially when it comes to understand how luxury brands manage the contradictory nature of luxury and sustainabi...

This study investigates the correlation between viewer demographics and the perception of political correctness in advertising, and its impact on brand image and purchase intentions. Using a mixed methods case study research approach, we conducted brand manager interviews, 17 consumer interviews, and a survey with n = 296 participants, all of whom...

The increasing number and diversity of crises in the world economy, both at the macroeconomic and the microeconomic level, justify the consistent theoretical and practical concerns regarding resilience. Our paper aims to evaluate Romanian companies' resilience by investigating the way they addressed the recent pandemic crisis. More concretely, our...

Due to the complexity of the educational market, changes are also occurring in the field of education itself - from the constant transformation of the curriculum to new trends in the management of education at all levels. Faculties compete with each other for the best students, professors, projects, discoveries and resources. This forces higher edu...

In this study, we focused on analyzing customer-generated data on Facebook to explore how textual content on a social web can provide valuable information for decision support. To accomplish this goal, we used several techniques that included social network analysis (SNA), natural language processing (NLP), data mining (DM), and machine learning (M...

Effective brand management using images has been a challenge for the brand managers. The brand identity-brand image alignment on the social media is an important yet mostly-overlooked phenomenon. We proposed a scalable Google Cloud Vision-based approach for measuring the alignment between brand identity and brand image, and understanding the brand...

Recent years have seen a considerable increase in companies following a purpose-based brand strategy. Pursuing purpose instead of solely profit has been pointed out as a means to reposition corporations in society and especially to counter growing skepticism toward corporations from society and stakeholders. Consequently, incorporating purpose in b...

With the beginning of hostilities, all pharmaceutical companies were forced to suspend their marketing activities. But from April-May 2022, promotional activities began to resume. The presented analysis of the phar­maceutical market of Ukraine for 2022 using the example of two groups of drugs – prescription and over-the-counter (according to the an...

There is no doubt that digital technologies have disrupted and changed many aspects of media production, distribution and consumption. These new technologies have also created a collaborative and participatory media environment which has transformed many media brand management practices, particularly how media brands are created and developed. We d...

For many years, despite the positive relationship between the consumer and the brand, the negative implications of this relationship have not been addressed. Over the last two decades, this area has been explored, and over the past few years, concepts such as brand hate, brand betrayal, anti-brand, negative word of mouth, brand boycott, etc. have b...

This research was carried out to examine the factors impacting the impulsive buying tendency of young consumers, focusing on Generation Y and Z, through online video advertisements on TikTok. TikTok is a growing video-sharing application that supports users to make and share a short video on any topic. This study aims to help enterprises get a bett...

This article investigates the influence of digital influencers on healthy food purchase intention within the context of Instagram. The research model is guided by the theory of source credibility and the elaboration likelihood model. A quantitative approach was employed, and data were collected through an online survey from Instagram users in Portu...

Luxury apparel sector has seen tremendous growth in India due to massive expansion in India’s economy and consumer’s escalating desire to possess exclusive & prestigious products. Due to the low ratio of functional utility to price, the luxury brands face stiff competition hence it is highly imperative for marketers to connect with consumers on a p...

This paper explores the significance of online product reviews in the purchasing decisions of consumers. We conducted a survey of potential buyers to understand how important they view product reviews available on online marketplaces and search engines. We also examined the degree to which customers rely on product reviews when forming their buying...

Purpose-This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth. Design/methodology/approach-Data were collected using a survey distributed to a rando...

Self-referential, meta or self-aware advertising uses irony and cynicism to overtly critique and challenge conventional advertising strategies. While increasingly multiple brands are using self-referential advertising campaigns to implement innovative advertising strategies, a limited amount of research has been conducted on the effects of self-ref...

It is urgent to build and develop a product or business brand today. In order to clearly mark the position and position the brand at an optimal level, many businesses have built their own distinct personal brands, such as the four strongest enterprises in the field of financial leasing: Vietinbank Leasing, a corporation. Home Credit, FE Credit, Cha...

It is urgent to build and develop a product or business brand today. In order to clearly mark the position and position the brand at an optimal level, many businesses have built their own distinct personal brands, such as the four strongest enterprises in the field of financial leasing: Vietinbank Leasing, a corporation. Home Credit, FE Credit, Cha...

Purpose This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth. Design/methodology/approach Data were collected using a survey distributed to a rand...

The use of Instagram as a communication way and promotion for fashion products is a strategic decision that can favor closer and lasting relationships between the female public and companies. In this sense, the objective of this research is to characterize how female diversities are represented in brand management by clothing companies. The qualita...

Reinventing, rethinking and continually valuing the roots and sources of value appear to be the main objectives underlying today’s brand management strategies. In this perspective, some priorities for brand management can be summed up in three evolutionary vectors: «immersion» in both physical and digital environments; «integration» of channels, de...

This chapter addresses a topic that has attracted the attention of brand management researchers over the past few decades: brand equity. However, there are still important unanswered questions. After framing the importance of the topic within the general literature on brand management, two major prisms through which brand equity has been studied in...

The research is aimed at identifying factors affecting university brand management by surveying private universities in Hanoi. Despite the vast amount of brand literature, it has received little attention in higher education settings, making the exploratory research method an appropriate choice. When observing the current situation from an unexplor...

In today's dynamic consumer electronics market, product quality is a paramount factor that significantly influences consumers' perceptions, behaviors, and choices. This research explores the intricate nexus between product quality, perceived value, trust, and purchase intention in the context of electronic products. It endeavors to shed light on th...

Reputation management in the Internet environment is an extremely turbulent and complex construct of procedures and tools. Building a reputation is a challenge, developing an established reputation is a commitment. Especially when it comes to high prestige brands. The same applies to the field of business. There are areas of business that are parti...

The objective of this research is to propose a brand management model guiding consumer choice toward sustainable options. The model assumes varying consumer awareness levels regarding product and service sustainability. Likewise, products and services are perceived to possess differing degrees of sustainability. Therefore, brands should focus on co...

Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior. Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS sof...

Influencer Marketing has become a widely used strategy wherein social media influencers partner with businesses to create awareness about their brand and promote their products. XYZ (not real name) Cosmetics, an international cosmetics company that provides affordable, high-quality products to the Philippine market, is one such company that embrace...

Because of the cutthroat rivalry that exists in the fashion sector, customers are faced with a bewildering selection of options, which makes it extremely difficult to win and keep their allegiance. Using the literature on relationship marketing as a jumping off point, this study investigates the dynamic link that exists between "brand trust," "cust...

Intense competition among universities for new student enrollments has created a strong need for significant differentiation. This article introduces the concept of strategic brand management as a way to distinguish open distance education (in this case, Open University) and discusses how they strategically manage their brand through the higher edu...

Brand loyalty refers to the commitment of customers to a brand, leading them to consistently prefer its products or services. This loyalty can stem from various factors, including emotional connections with the brand and the adoption of its values and benefits. Brand communities are groups of individuals who share a passionate interest in a specifi...

Sentiment Analysis is highly valuable in Natural Language Processing (NLP) across domains, processing and evaluating sentiment in text for emotional understanding. This technology has diverse applications, including social media monitoring, brand management, market research, and customer feedback analysis. Sentiment Analysis identifies positive, ne...

This chapter aims at drawing attention to the relevance of design (theories, methods, and practices) in the context of branding and brand management. It does so by following a structure that is mostly inspired by the "brand thinking canvas", divided into three main areas: brand core, brand identity and brand interactions. This division is used to p...

Purpose This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As sig...

This is a free of charge conference and papers are welcome. Your paper and abstract should be dowloaded to https://www.conftool.org/nib-em-2023. Best regards Dr. Dafnis N. Coudounaris Chair of the 5th Nordic IB, Export Marketing, Int. Entrepreneurship, Entrepreneurship, Brand Management, Consumer Behaviour, and Tourism Conference 2023.

One of the most important factors affecting a company's capacity to achieve a competitive advantage over its rivals is its brand. This paper seeks to examine the impact of brand avoidance on consumer purchasing decisions. Consumers are more likely to be satisfied and have higher expectations when brand managers can offer them high-quality products....

Spending on social media advertising is expected to reach $207.10 billion in 2023, according to Statista forecasts. This growth in advertising investment in social networks means that brands are changing their global advertising plans in order to increasingly promote their products and services through online advertising, directing their communicat...

Plant-based milk products are ultra-processed food products that enjoy a positive reputation as being safe, healthy, ethical, and sustainable. The present study is focused on these products and addresses the product and brand managers of US food retailers. A consumer survey explores the factors explaining US consumers’ preferences for and commitmen...

This study explores the significant influence of effective brand management on the success of products in the market. The study examines the aspects of brand management that affect consumer loyalty and market acceptance using the beer Star Lager as a case study. Data were gathered using a descriptive research design and questionnaires given to 200...

During the Post Covid-19 Era, the luxury brand production category have boomed in two directions, high pricing production & lower pricing production. Western markets have suffered from an economic recession because of the War and the energy tension. Luxury brands how to perform the strategies in different markets to keep the growth and make up the...

В статті представлено результати дослідження зарубіжного досвіду формування бренду, наведено аналізування моделей ефективного управління та захисту прав інтелектуальної власності на нього. Проведено аналіз зарубіжного досвіду ефективного управління брендами компаній та сучасні моделі бренд-менеджменту. Так, іноземний досвід успішного бренд-менеджме...

Cross-border e-commerce can significantly reduce the threshold of overseas market development. In recent years, cross-border e-commerce flourished, and many domestic enterprises have tried to go overseas. The rapid development of cross-border e-commerce has led to innovation in business. It has created convenient conditions for goods to build brand...

The widespread use of new media and the Internet has altered people's consumption behaviors. Brand management and product promotion strategies have also improved. Since production eventually chooses to be consumed, the conventional consumption model primarily satisfies people's fundamental material necessities. People's consumption has increased as...

RESUMO: Atualmente, existem cerca de 15 mil academias que utilizam o método do FitDance, no Brasil e na Argentina. O objetivo do estudo é identificar as estratégias utilizadas para atrair os públicos-alvo, através da gestão de marca, demonstrando quais os benefícios que influenciam praticantes e profissionais a se envolver com esta modalidade espor...

Co-branding in a masstige way has emerged as a popular brand strategy, believed to benefit both allied brands. While some fashion brands have already adopted this strategy, there needs to be more research on co-branding with artists in a masstige way. This study employs a quantitative research design using questionnaires to examine the viability of...

IntechOpen Book Series Business, Management and Economics, Volume 7 Aims and Scope of the Series This series will provide a comprehensive overview of recent research trends in business and management, economics, and marketing. Topics will include asset liability management, financial consequences of the financial crisis and covid-19, financial acc...

A gestão da marca de destinos turísticos tem se tornado cada vez mais importante na era da internet e das mídias sociais.Este artigo tem o objetivo de mapear a produção científica internacional de trabalhossobre marca de destinoturístico associada às mídias sociais por meio de bibliometria e revisão sistemática da literatura do período compreendido...

This quantitative, hypothesis testing study aims to investigate the motivational factors impacting impulse buying of over-the-counter medicines in Pakistan. The study analyzes the relationship of perceived product quality, store atmosphere and shelf display with impulse buying. This research also introduces a new mediator of ‘Consumer urge to buy’...

Whether it's the latest news or details on a specific product, social media is being used as the go-to source for information in today's digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest...

Las metodologías para medir la personalidad de marca son diversas, tiene críticas por no asociar factores culturales, carencia de rasgos negativos o no son generalizables, por ello se propone un modelo piloto basado en la percepción del consumidor con rasgos deseables, aplicado a tres marcas deportivas. El método se ejecutó en dos fases el cualitat...

Recibido el 25 de mayo de 2023; aceptado el 27 de julio de 2023 Disponible en Internet el: 4 de septiembre de 2023 Resumen Las metodologías para medir la personalidad de marca son diversas, tiene críticas por no asociar factores culturales, carencia de rasgos negativos o no son generalizables, por ello se propone un modelo piloto basado en la perce...

This conceptual paper explores the impact of fan pages on brand love and the mediating role of a sense of brand community. Given the increasing importance of social media in brand management, this paper employs deductive reasoning to explore the relationships between key variables with the aid of established theories and a new conceptual framework....

This study intends to investigate the effects of three important variables on brand loyalty for Scarlett Whitening products among Jakartan consumers: brand image, brand experience, and brand trust. The study used a quantitative methodology and a survey method to examine data from 100 customers who had at least three purchases of the product. Struct...

Web3 technology is described as trustless in that interactions and transactions do not require trusted third parties and instead rely on smart contracts and the immutability of the decentralized blockchain. Thus, in contrast to earlier iterations of the web, Web3 users are asked to trust the technology itself rather than the human intermediaries. O...

O objetivo da presente pesquisa é investigar a aplicação da Teoria Lovemarks no contexto do destino turístico Natal-RN, Brasil. O estudo, de caráter quantitativo descritivo, se propôs a testar um modelo teórico com base nas dimensões da Teoria Lovemarks, sendo elas: mistério, sensualidade, intimidade e amor à marca. Os dados foram coletados por mei...

Full-scale military operations taking place since 2022 in Ukraine have had a negative impact on all sectors of the economy, including the restaurant business. An important factor that helps Ukrainian restaurants to work and develop is the brand. Therefore, the issues of restaurant brand management taking into account wartime conditions are gaining...

The study purposed to establish the effect of price differentiation strategy on performance of selected edible oils manufacturing firms in Kenya. The study adopted a causal research design and was guide by the porter's theory of competitive advantage. The target population was 104 respondents which consisted of the top and middle level employees fr...

Purpose This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors. Design/methodology/approach Sixteen experts participated in s...

The employer brand is vital to human resources management in attracting and retaining talent. Whilst the employer brand straddles the functional domains of human resources and brand management, it’s nature and function as a brand construct within strategic brand management is under-researched and fragmented in literature. In practice, ineffective a...

The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learni...

Este artigo é a síntese da pesquisa de especialização em comunicação estratégica do Programa de Pós-Graduação Lato Sensu em Comunicação Estratégica e Gestão de Marcas da Universidade Federal da Bahia (UFBA), que teve como interesse discutir a utilização do jornalismo de marca (brand journalism) na Bahia a partir de um veículo noticioso tradicional,...

Brand love is the ultimate commitment level of customers for a brand. The love for a brand developed through concerted efforts by the marketers. Attaining customer brand love increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets. Neo-luxury brands are hig...

Along with the strong development of the world economy in the direction of globalization and regionalization, the role of logistics has become increasingly important as a tool to link activities in the chain. Global Value Chain (GVC) from supply, production, circulation and distribution to market expansion for economic activities. As the global mar...

Using source credibility theory and social comparison theory as theoretical lenses, this study investigates the relationship between attractive celebrity endorsements (e.g., from showbiz and sports industries) and consumers’ passion for masstige brands. Additionally, we explore consumers’ social comparison orientation as a potential boundary condit...

Iconic brands are embedded in the web of popular culture. Brand managers can no longer ignore cultural matters. Ads are becoming increasingly similar to other culture industry products such as films. Yet, the research community, even CCT which was initially branded as an alternative to the psychological and economic paradigms that dominate consumer...

The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of Winchester in the United Kingdom as a case study for potential events aimed at this age group. Through a synthesis of the findings from a thorough new research study along with e...

[Purpose/Significance] Under the influence of various factors such as the pandemic, oil prices, and economic conditions, the global automotive industry has entered a period of downturn. Therefore, how to activate market potential and increase consumers’ willingness to purchase cars has become an important research topic. Unlike many other products,...

Peluang usaha skincare menjadi begitu menjanjikan belakangan karena memiliki pangsa pasar yang sangat luas. Tujuan penelitian ini adalah menganalisis brand signature dan brand logo terhadap brand performance dengan studi kasus merek skincare lokal. Research gap dalam penelitian ini adalah knowledge gap dimana penelitian ini akan memberikan pengetah...

This paper contributes to the existing but scarce literature on customer-centric sustainability and measures consumers’ perceptions of fast-fashion brands regarding economic, environmental, and social sustainability. Furthermore, it aims to test the impact of each dimension of customer–brand relationships, specifically brand trust, affective brand...