... a theoretical basis for the attributes chosen to compose the social constructionist sectoral brand management (SCSBM) model. To apply the model, the authors have conducted a series of 17 in-depth semi-structured interviews with the association’s managers that constitute the sectoral brand development...

...Guangming Cao; Na Tian Purpose Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important drivers of marketing performance and that marketing analytics use (MAU) enables firms to gain...

... gathered from a sample of business firms in the manufacturing sector and analyzed through regression analysis. Findings The results suggest brand orientation manifests through market orientation to influence brand performance via the intervening mechanism of brand management capability. The results...

...Aron O'Cass; Nima Heirati Purpose – This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge...

... understanding of the role of asymmetry in influencing co‐branding outcomes. © Emerald Group Publishing Limited 2012 Co‐branding Brand alliance Asymmetry Experimental design Repeated measures ANOVA United Kingdom Corporate strategy Brand equity Brand management An executive summary...

... in the selection process of brand for resale by resellers. Design/methodology/approach The theory is used to develop a testable model. Information from the field was gathered through 12 in‐depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight...

..., dated, or contradictory. This article contributes with empirical findings on industrial brand management in an important and relevant context. An executive summary for managers and executive readers can be found at the end of this issue. Brand management Marketing Purchasing Tractors...

... and brand management do matter in a big way to them. In 2000, the company's first‐ever brand strategy was formalized and integrated in an overall strategy to extend its reach beyond the commercial‐airplane business. Today, the brand spans literally everything from its logo to corporate headquarters. Even...