Purpose: Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical performance of films, on the one hand,...

This book reviews the past twenty years of research in marketing by considering the different research streams together to understand, evaluate and criticize those various streams and to explore potential overlaps and divergence likely to emerge in the future. In addition, careful attention has...

[eng] B. Pras - Managerial risk and multinational diversification. Theory indicates that diversification has a stabilizing effect on business profitability. The relation has however not yet been tested neither for multinational diversification nor for the diversification of exports. The main...

Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...

Purpose This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors. Design/methodology/approach Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale...