The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand marketing -- Brand marketing : today and tomorrow

"Featuring state-of-the-art research from leading academics in technology and organization studies, this timely Research Handbook provides a comprehensive overview of how AI becomes embedded in decision making in organizations, from the initial considerations when implementing AI to the use of...