... on behavioral intentions. Practical implications These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF. Originality/value Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural...

...) is mediated by consumers’ perceived quality of the brand. Practical implications – This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face...

... the direction of such an evolution. Further, our results indicate the sensitivity of our approach to detect changes in consumers’ use of the two sources that should be expected, given the various exogenous factors. Practical implications – Brand managers can use the results from our procedure to alter...

... Limited 2014 Brand management Brand effects Brand ratings decomposition Consumer survey data Halo effect An executive summary for managers and executive readers can be found at the end of this issue. The primary contributions of this paper are twofold. First, we provide...

...@univ‐lorraine.fr © Emerald Group Publishing Limited 2013 Comparative advertising Brand “X“ Leading brand Brand information processing Advertising Brands Brand management Consumer behaviour France Indirect comparative advertising (ICA), which does not name any particular...

... when it comes to brand management. Social Media and Public Relations makes a strong case for social media's residence in the public relations department because of the PR professional's focus on the complete communication process. The PR pro's “[…] sense of ethics, critical thinking...

... be identified across countries and regions based on psychographic and lifestyle analyses, while others have focused on attitudes toward imported products and country of origin effects (Crawford et al., 1988). Market segmentation Brand positioning strategy Global marketing Brand management...

.... 14 No. 4 , pp. 449 ‐ 70 . Bennett , R. and Rundle‐Thiele , S. (2005), “ The brand loyalty life cycle: implications for marketers ”, Brand Management , Vol. 12 No. 4 , pp. 250 ‐ 63 . Brown , S. , Kozinets , R.V. and Sherry , J.F. J   r (2003...

...). © Emerald Group Publishing Limited 2011 Brand extensions Brand identity Innovation Brand management An executive summary for managers and executive readers can be found at the end of this article. Despite much work in brand extensions, it is still not clear what affects...

... for not only tapping into the exciting world of successful customer experiences but also for grasping constructive hints about brand management. Academics and students may also benefit from the book either as a supplementary reading material or in class exercises. The book closes up with “critique...

... in the digital space, but are amplified for everyone. Allen P.   Adamson . Brand Digital: Simple Ways Top Brands Succeed in the Digital World . New York, NY : Palgrave Macmillan   2008 . 274 pp.   $24.95   www.palgrave.com © Emerald Group Publishing Limited 2010 --> Brand...

... of the brand management team. In addition to the antecedents and consequences of trust, other issues have been closely examined, to include trust definitions in consumer relationships (Garbarino and Johnson, 1999); buyer‐seller relationships (Doney and Cannon, 1997 ; and Dwyer and Lagace, 1986...

... satisfaction Brand management Brand awareness There have been many approaches to defining and measuring customer loyalty, with varying levels of overlap across studies. For example: the loyalty index approach that includes satisfaction and intention to behavior along with other randomly...

... and their marketplace. It then provides ideas on repairing that disconnect. © Emerald Group Publishing Limited 2006 Brand loyalty Brand management Customer relations Loyalty schemes Most consumers spend their money on what they need. But very few consumers get the chance to spend their money on who...

... stimulate creativity based on the brand analyses. Brand managers, marketers, product developers, R&D staff, consumer researchers, and others could be brought together, and these questions alone could stimulate a rich discussion and action plan. After all, one of the central tenets of the book...

... framework will have various strategic marketing implications for firms; including cost efficiencies, opportunities to transfer products globally, expansion opportunities of current operation, and development of more effective brand management decisions. Originality/value The proposed global strategic...

... marketing Brand management Globalization Marketing segmentation The “global consumer” © MCB UP Limited 2003 Different countries have different safety and industry standards that make complete standardization impossible. European and American consumers have very different...

...‐3   US $39.95 Assets Internet Brand management Corporate image This book provides the reader with a skillful analysis on the subject of reputation marketing and how it contributes to the success or failure of a company. This book was of special interest to me, as a public...