to propose that risk and brand sensitivity relate in a U-shaped manner where brand sensitivity is highest in relatively …, the findings reveal that the risk-brand sensitivity relationship is moderated by competitive intensity such that the …

value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides …, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …

This essay consists of a review of three books on Brand Management. The books are reviewed with the purpose of arriving … Aaker5 s brand identity framework and the principles of b2b marketing. High value b2b purchases are typically made by a …, 1972). The expectations from the brand are different for different roles and these expectations are specifically taken into …

Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An … established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying …, especially within small and medium enterprises (SMEs). Loyalty to a product brand can tie the customer to a supplier. In this …