..., and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Country of origin Brands Emerging markets...

... and places the articles in context. Findings Contemporary firms increasingly need to promote their brand online to reach consumer segments. Much of this is done now through pictorial content that aims to create favourable brand associations in an attempt to positively influence consumer attitudes...

... Limited Licensed re-use rights only Consumer behavior Global marketing Brands For those who appreciate both business strategy and the English language, there is one term that started to gain traction in the 1990s that has always provided a substantial level of discomfort. While...

... and places the articles in context. Findings – Consumers and suppliers claim different perceptions of the determinants of brand switching. Determining what makes a brand attractive is therefore a critical matter when defining the appropriate strategy to prevent market share from eroding. It appears...

... and places the articles in context. Findings – Consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those...

... was a universal quest across all social classes. Brands Cosmetics industry Leadership Offensive and defensive management Companies operating in mass markets have to ask themselves lots of questions about the importance of innovation. Innovation is a key factor in encouraging growth...

.... On the contrary, it typically takes significant and ongoing work on the firm's part to first entice them and then continually meet their needs. Loyalty is widely accepted as being more likely to emerge when consumers have a favorable attitude towards company, product and/or brand. The incentive is so great...

.... Marketing and communications, now headed by corporate vice president Simon Sproule, are now at liberty to make proper use of kotozukuri. This leads to a third proposition: that if brand performances are going to have any value, company must understand the audience members and the roles...

... Publishing Limited 2012 Similar to fortune‐tellers, magic and fictional characters have been popular for centuries. Positive fictional figures, such as Superman, Batman and Cinderella, meet ordinary people's imaginary expectation that justice, beauty, luck, and truth exist for everybody. Brand...

... brand. It's not the size of the business but the speed that matters. Advertising Brands Customer choice Feedback Internet Marketing Social media Social networking Strategic marketing Oh for the simple life when organizations had stuff to sell to people, they advertised it, told...

...M. Fosdick © Emerald Group Publishing Limited 2012 --> Brands Communities Marketing Social media Social networks Web sites Article Type: Abstracts From: Strategic Direction, Volume 28, Issue 6 Hutton G. and Fosdick M. Journal of Advertising Research...

... strategy Microfinance Brands Retailing Management psychology If one thing has grown since the advent of the Global Financial Crisis (GFC), it has been the market for analysis into explaining what exactly went wrong. While this kind of analysis was notable by its absence prior to 2007, since...

... impartial comments and places the articles in context. Findings When LEGO, one of the world's largest toy manufacturers, decided it needed an outlet where it could show the whole brand experience and use it as a marketing platform, it launched its own brand stores. The company wanted to control...

...‐to digest format. Advertising Advertising media mix Advertising strategy Brands Digital media Film industry internet marketing Magazines Marketing strategy Television Regulations Many were the times that an ad rep from the local newspaper would pop his head into the editor's office...

... and alliances. These included the value of early decision‐making to give the longest possible lead time for preparation, focusing on communities and GE's contributions, tracking data to establish the ROI for the brands in question in the relevant territories, and development of high profile relationships...

... comments and places the articles in context. Findings For most UK customers using the major supermarket chains, the words “private brand” have always conjured up an image value for money: products available for a lower price than named equivalents from the producers and manufacturers...

... Purpose Reviews an article on celebrity endorsement and brand alliance Design/methodology/approach Reviews a case study of Jamie Oliver's endorsement of Sainsbury's Findings Jamie Oliver launched his career as a TV chef in the late 1990s with The Naked Chef...

... the articles in context. Findings In January 2007 at EMI's Abbey Road Studios in North London, the spiritual home of the Beatles experience and a shrine for many a music lover's pilgrimage, the global brand team of InterContinental Hotels & Resorts (InterContinental) was challenged to create...

... organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2010 Brands...

... Purpose Reviews a case study of new sub‐brand CASA by Lodha in India. Design/methodology/approach Case study. Findings Lodha is a luxury real estate company in India. Since its inception in 1980, the strategy has been to cater to the most affluent people in Indian...