... learning. This conceptual foundation has been extended to fields like education, ethics and public administration, demonstrating its broad relevance and providing a theoretical foundation for examining craftsmanship in brand management contexts. Research on craftsmanship from the producers...

... covers four areas: 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. In a downtown café, an older woman abandons her order, unable...

...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...

..., nomological and predictive validity for their hierarchical, multifactor, brand coolness construct and scale. But construct validity was not fully established (a multitrait–multimethod analysis was not included), which is a major objective of the current study. Brand coolness Brand management Brand...

... a brand that performs gendered product differentiation as sexist. Finally, Study 3 examines a boundary condition: when the basis for gendered product differentiation seems more biological than stereotypical. This paper contributes to product and brand management literature (e.g. Alreck, 1994 ; Azar...

... 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...

... in the field 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...

... can be contacted at: ycheng20@ncsu.edu 14 05 2020 01 12 2020 01 02 2021 19 03 2021 20 03 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Quantitative methods Brand communication Brand management Artificial...

... the relationship between integrated communication effectiveness and EBBE. Originality/value This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE. Brand management Internal branding...

...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...

... 02 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brand identification Brand management Experimental design Purchase intentions Consumer evaluations Word-of-mouth intentions Brand extensions – introducing offerings under...

... 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...

... sets Brand equity Brand name Corporate branding Brand performance Brand management Knowledge extraction Text mining Fuzzy logic Over the past 20 years, the topic of brand equity has received considerable attention in the marketing literature (Yoo et al., 2000 ; Tong and Hawley...

.../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...

..., 2001). Brand management Satisfaction Brands Brand image Brand loyalty In 2017, the restaurant industry in the USA produced approximately $800bn in revenue, with sales in the table service category of restaurants (which includes casual dining, fine dining and family dining restaurants...

... 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...