... to the development of a new conceptual framework that incorporates proactive, collaborative processes, in addition to the traditional product branding approach. Findings The integrative framework provides a basis to develop innovative, proactive strategies that complement traditional branding approaches...

...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Carsten Baumgarth; Lars Binckebanck Purpose This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix...