... Limited 2022 Emerald Publishing Limited Licensed re-use rights only Influencer marketing Virtual community Social media Typology Brand management Influencer marketing, a marketing strategy featuring collaboration with social media personalities who have built a sizable following, has...

... relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships. Originality/value This study contributes...

... engender to distinct brand experience to targeted stakeholders. Practical implications This paper provides brand managers, particularly the brand owners practical and realisable example on how to plan and execute brand transformation in a B2B business environment. More specifically, it highlights...

.... To ensure consistency of brand image across channels managers must communicate efficiently and effectively. Brand managers must mediate between customer segments with some preferring clear concise website communications and others well established aesthetics. Originality/value This study adopts a BWS...

... it is suggested to obey certain basic principles. The brand name should (Sudoł et al., 2000 ; Mruk and Rutkowski, 2001): Emerging markets Branding strategies Brand management Brand value The concept of a brand is therefore understood as a set of all the benefits and values (functional...

... for exception). Ekinci et al.’s (2008) study found symbolic consumption benefits to be an antecedent of consumer satisfaction. Australia Brand management Consumer loyalty Consumer satisfaction Brand symbolism Car brands Globalization triggered is a shift in the marketing emphasis...

... Publishing Limited 2014 Brand management Consumer behaviour Advertising Marketing communications Retail management Marketing in China Using spokes-characters as product or service endorsers is a trend in advertising in different cultures (examples from different cultures available from...

... brand. Findings The paper highlights six findings across six different industries in Malaysia. Originality/value The paper gives a Malaysian perspective on branding in Asia. © Emerald Group Publishing Limited 2013 Asia Brand loyalty Brand management Brand extensions Brand...

... Emerald Group Publishing Limited 2011 China Taiwan Brands Brand management Corporate branding Brand recognition Cross‐strait markets Substantially interpreted brands The entry time for international brands into the cross‐strait markets of Hong Kong, China, Macau, and Taiwan...

... in a category are lower, category sales will be higher. H3. When rates of price reduction in a category are higher, category sales will be higher. Brand management Distribution Pricing Supermarkets South Korea Suppliers In general, manufacturers and wholesale suppliers of consumer...

... dimension, which is abstract, and the incarnate form, which is the manifest expression of authenticity. The conceptual description of authenticity includes: Fashion design Arts Brand management Comsumer behaviour Collaboration between fashion brands/designers and artists is nothing new...

.... This research studies the effect of different COO labels on brand image perception and brand image structure of two brands with different level of reputation among Japanese consumers. Brand awareness Brand image Brand management Country of origin Japan © Emerald Group Publishing Limited 2008...

... Brand management Product management Information research Effect of Product Usage, Satisfaction and Involvement on Brand Switching Behaviour Effect of Product Usage, Satisfaction and Involvement on Brand Switching Behaviour by Paurav Shukla, Senior Lecturer Marketing Area, University of Brighton...