... its broad relevance and providing a theoretical foundation for examining craftsmanship in brand management contexts. Research on craftsmanship originated in sociology, focusing on work groups and the workplace. Through two methodologically distinct studies, this research develops...

... to overlook this demographic despite their substantial economic influence. Aging consumers Age-friendly branding Institutional theory Inclusive design Accessibility Brand management Fundamental Research Program of Shanxi Province N/A Public Health Agency of Canada...

...Chiara Bartoli; Enrico Bonetti; Federica Ceccotti; Alberto Mattiacci Purpose This study aims to provide a holistic and comprehensive view of the blockchain’s contribution to the brand management process, integrating all relevant subthemes that previous studies have examined separately. Design...

... re-use rights only Brand coolness Brand management Brand strategy Competitive analysis Consumer–brand relationships Measurement scales Construct validity Word of mouth Brand purchase intent Factor analyses This paper contributes to the validation and refinement of a well...

... rights only Brand sexism Brand management Customer segmentation Product differentiation Gender stereotypes Word-of-mouth In 2018, Doritos went viral when consumers complained on social media that the brand was sexist, after its CEO announced Doritos was working on “lady-friendly” chips...

... and Luca Petruzzellis. Licensed re-use rights only Country-of-origin image Brand management Consumer brand evaluations Branding Meta-analysis Consumer brand equity A plethora of research has been conducted on the effects of country-of-origin image on consumer perceptions, preferences...

... as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed. Practical implications Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity...

... of brand management, that is “being true to oneself”, implies a connection with the image that the brand represents to the exterior. In fact, Bruhn et al. (2012) define brand authenticity as the perception that external target groups (e.g. customers and consumers) have about a brand...

... as key quality dimensions in communication with bot agents – accuracy, credibility and competence (Edwards et al., 2014). © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Brand communication Brand management Artificial...

... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand management Internal branding Employer branding Employee-based brand equity (EBBE) EVP attributes Integrated communication effectiveness Employer branding At the operational level, the functions...

...Alfonso Siano; Maria Giovanna Confetto; Agostino Vollero; Claudia Covucci Purpose In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes...

... and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story. Practical implications Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation...

... market may create unforeseen consequences on those customers with existing identifications with the brand. Brand identification Brand management Experimental design Purchase intentions Consumer evaluations Word-of-mouth intentions Brand extensions – introducing offerings under existing...

... research areas (brand and donation, brand management, brand orientation, nonprofit and for-profit partnership, communication strategies and stakeholder management), which were analyzed and discussed, seeking to identify the relationship between research in each area. In addition, this study presents...

...Mark Peterson Purpose In an increasingly dangerous era for brands because of the emergence of fake news on the internet, brand managers need to know what is happening with fake news. This study aims to present perspectives on how to cope in an era of fake news. Design/methodology/approach...

...Andrew Flostrand; Leyland Pitt; Jan Kietzmann Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement...

... with fuzzy TOPSIS and fuzzy VIKOR comparatively. Branding Fuzzy sets Brand equity Brand name Corporate branding Brand performance Brand management Knowledge extraction Text mining Fuzzy logic Not surprisingly, brand equity is a strategic resource to be analyzed, measured and managed...

.../methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current...

... actions taken by brand managers, which can negatively impact restaurant sales and foot traffic (Dixon, 2016). The difficulty customers have noticing subtle differences between similar CD restaurant brands is one reason why management actions do not always translate into updated ORBIs (Jones, 2017). While...

... are examined, analysed and future recommendations are given, which are suited to be applied within the brand management principles. Originality/value The outcome contributes to a wider delineation regarding the future of luxury brands. The study reveals novel viewpoints concerning the integration of arts...