... Licensed re-use rights only Sponsorship Sports marketing Consumer brand equity Brand communities Word-of-mouth Sport sponsorship, defined as a “fee paid to a sports property in exchange for access to the exploitable commercial potential associated with the property” (Ukman, 1995 , p. 1...

... affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity. Brand equity Perceived brand ethicality Brand attitude Brand innovativeness Consumer brand equity...

... 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...

... (Harmeling et al., 2017) while remaining relevant in the current competitive marketplace (Iglesias et al., 2020). Corporate social responsibility Brand co-creation Consumer brand equity CSR authenticity As consumers gain more power, the way firms interact...

... concept map (BCM) Brand knowledge Stakeholder marketing Stakeholder management Stakeholder perspectives Family business brand Secondary brand association Consumer and jobseeker responses Employer branding Brand meaning Corporate reputation Consumer brand equity Brand communication...

... 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Brand image Measurement Typology Consumer brand equity Brand associations Association networks Brand concept maps This research focuses on the concept of differentiation...

... 11 09 2019 02 03 2020 07 08 2020 23 09 2020 10 10 2020 18 10 2020 20 10 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Materialism Customer engagement Brand love Consumer brand equity Love Love...

... intention Brand love Brand co-creation Consumer brand equity Brand transgression Co-creation Brand equity Volkswagen, Facebook and H&M are only a few examples of brands that in recent years have been under scrutiny because of their acts that went against the rule of law or broke a code...

... Publishing Limited Licensed re-use rights only Brand identity Brand image Cognitive style Social influence Consumer brand equity Understanding the key management issues and consumer associations of a brand is critical to creating better and more productive branding plans to increase...

... branding Corporate social responsibility Brand equity Consumer Brand equity Brand-cause fit The first objective of this study is to answer Beckmann’s (2007) call for research that investigates consumer responses to CSR communications by exploring the immediate effect of CSR on the change...

... product and brand portfolio both within and across product categories may positively impact the performance of future new product launches. Retailing Brand name Regression analysis Brand extension Marketing strategy Brand performance Product management Innovation management Consumer brand...

... Limited 2018 Emerald Publishing Limited Licensed re-use rights only Country image Brand name Place image Consumer brand equity Product origin Geographic brand congruency Because brand names are associated with numerous characteristics and deeper meanings in the memories...

... adds to the discussion concerning the role of a brand’s equity in a crisis. Existing research findings are contradictory. This research provides new empirical evidence and another view on how to measure “impact”. Crisis management Consumer brand equity Product scandal Verena Sabine Thaler...

.... Retailing Brand image Attitude Consumer brand equity Luxury branding Democratization Brand preference Copycats Dilution Trend imitation Almost immediately after a product or service reaches the market similar offerings are available to consumers. In the retail sector, and particularly...

... only Brand management Brand image Consumer brand equity Negative publicity Portfolio breadth Heinz and Grey Poupon are two brands a consumer is likely to see in the condiment aisle of any American grocery store. These two brands have built brand equity through very different...

... and nuances the roles of spokespersons’ and respondents’ gender. Alice Zoghaib can be contacted at: alice.zoghaib@isg.fr 28 06 2016 20 12 2016 12 04 2017 14 04 2017 Advertising Brand awareness Brand identity Brand communication Consumer brand equity Gender studies...

.... Originality/value The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management. Brand engagement Brand experience Brand communities Brand management Brand love Brand relationships Consumer brand equity Financial...

... with estimates of the value that might be created in the future. Don Schultz can be contacted at: dschultz@northwestern.edu © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Brand evaluation Consumer brand equity Financial brand equity...