... Brand management Previous work on the topic has focussed on analysing characteristics that reveal brand exhaustion and obsolescence from different perspectives (Calantone et al., 2006 ; Cole et al., 2008 ; Keller, 1999 ; Kim and Ko, 2010 ; Pecot and De Barnier, 2018). However...

... a gap in extant literature on luxury brand management. Therefore, the authors contend that their conceptualization of antecedents of affect will have important theoretical and practical implications within the field of luxury brand management. A point of departure when examining consumer...

...Ram Herstein; Moti Zvilling Purpose The purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and long‐term tasks. Design/methodology/approach The paper conducted two studies...

...), “ Corporate brand: the company‐customer misalignment and its performance implications ”, Journal of Brand Management , Vol. 17 , pp. 488 ‐ 503 . Austin , J.R. , Siguaw , J.A. and Mattila , A.S. (2003), “ A re‐examination of the generalizability of the Aaker brand personality...

... Nostalgia Brand management Consumer behaviour The symbolic nature of consumer nostalgic attachment calls for more interpretative research. Semiotics, or the theory and study of signs and symbols, is of great use for understanding the representation processes (Grayson and Shulman, 2000 ; Mick...

... it was possible to ask the respondents to bring the randomly ordered steps on the left side into the right sequence on the right side. © Emerald Group Publishing Limited 2007 Brand names Corporate branding Brand management Entrepreneurialism Internet marketing Electronic commerce...

... studies. © Emerald Group Publishing Limited 2007 Small to medium‐sized enterprises Brand management Entrepreneurialism United Kingdom The theme of this paper is that entrepreneurial and small to medium‐sized enterprises (SME) (henceforth referred to as ESME). Branding is richer...

... to assess brands. These findings have implications for brand practitioners that will be outlined below. © Emerald Group Publishing Limited 2004 Brands Brand management Market research Electronics industry This paper investigates how market research in branding can be improved...

...Christine Vallaster In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding...