... 2024 30 04 2025 23 06 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Patents Intellectual property Innovation International marketing strategy Brand management SME Small to medium-sized enterprises In his...

... Branding Brand personality Business-to-business Brand management Industrial marketing It is important for all companies that their intended customers know about them, and have strong, positive and unique associations toward them. In the realm of consumer marketing, positive outcomes...

... Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Information processing theory Music liking Music mode Music tempo Brand attitudes Brand management Music Advertising H3. As music mode and tempo jointly strengthen the relationship...

...@gmail.com 24 04 2020 22 11 2020 10 05 2021 13 09 2021 01 12 2021 22 12 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Brand management Logo design Brand Socioeconomic status Marketing communication Brand...

... reflects the impact of co-branding alliances in marketing. The five journals that have published most articles on co-branding are: Journal of Business Research (16), Psychology and Marketing (12), Journal of Product and Brand Management (12), European Journal...

... more training, experience and initiative to tailor content and metrics, use intrinsic incentives and propose engaging activities. The quest for platform-imposed measurements inhibits this opportunity, and so do centralised processes that define global brand management. Originality/value...

... 12 07 2020 01 09 2020 16 10 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand management Line extension Core product Peripheral product In an effort to expand sales revenue, meet diverse customer needs...

... variety), the link between localness and brand authenticity grows stronger. Local brands with low prices and/or limited product variety are deemed inauthentic by consumers, so it is important for brand managers to use marketing tactics that reinforce brand authenticity to support localness as a strategy...

... to be particularly relevant that involve combinations of varying levels of pleasure (rather than displeasure) and activation (rather than deactivation). Specifically, contentment (vs happiness, pride and enchantment) maps lower on the activation dimension. Brand management Emotion Water Wine Origin...

... canons to better understand the dimensions of transnational imagined communities. Findings The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers...

... and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior. Jagdish Sheth can be contacted at: jagdish.sheth@emory.edu 22 07 2018 23 07 2018 Brand management Brands Brand loyalty A central tenet of the free...

... Publishing Limited Licensed re-use rights only Brand management Branding Brand loyalty Brands have become an integral part of consumers’ lives. In particular, research acknowledges that consumers may look at brands as relationship partners (Breivik and Thorbjørnsen, 2008 ; Moliner et...

.... Practical implication Corporate heritage brand managers should be appraised of which corporate role identities are meaningful for customers. At a practical level, senior corporate marketing managers of corporate heritage organisations should accorded importance to the additional P of Provenance apropos...

..., the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required...

... 05 2016 09 06 2016 Brand management Emotion Consumer identity Social self Consider a Wall Street lawyer who wears Land’s End suits because they symbolize his humble beginnings (Oyserman, 2009), who loves his Harley Davidson as it embodies his free-spirited and rebellious side...

... individual is equipped with the capacity to use either of these two thinking styles (Nisbett et al., 2001), and it is possible to prime people’s thinking style temporarily (Monga and John, 2008 , 2010 ; Bhargave and Montgomery, 2013). Brand management Customer behavior National...

.... The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/value This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework...

.... (a) Actual self-congruity with the brand and (b) ideal self-congruity with the brand positively impact BP, with (c) ideal brand-self congruity having a stronger impact among both. Brand management Branding Internal marketing Employees Corporate branding The factors that drive employees...

... was used to measure all study constructs, the strength of the causal relationships among constructs may have been inflated. Practical implications – For brand managers, the key implications concern on how to effectively allocate brand investment to build stronger brand equity and consumer-brand...

.... This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand...