Showing 1 - 8 of 8
This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand...
Persistent link: https://www.econbiz.de/10010603347
Front line employees are critical to service brand success, as their performance brings brand promises to life. Banking employees, like others, must remain committed to their employers, to live the brand, particularly during periods of economic uncertainty and customer frustration. Employees'...
Persistent link: https://www.econbiz.de/10010603353
This special issue contains eight articles developed from presentations at the fourth annual Thought Leaders' International Conference on Brand Management, held in Birmingham, UK in April 2008. Following a blind reviewing process, 65 papers were accepted and presented at the conference and all...
Persistent link: https://www.econbiz.de/10008871442
This study explores the relationships between two central elements of marketing communication programs — advertising and sales promotions — and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals' attitudes toward the...
Persistent link: https://www.econbiz.de/10011049966
This special issue contains fifteen articles developed from presentations at the sixth annual Thought Leaders’ International Conference on Brand Management, held at Università della Svizzera italiana in Lugano, Switzerland in April 2010. The conference received 154 submissions and following a...
Persistent link: https://www.econbiz.de/10011050037
Adopting a grounded theory perspective, this research investigates the roles and interactions between marketing, customer services and human resources (HR) in driving success in UK financial services brands. CEOs/MDs, Directors of Marketing, HR and Customer Services, their line reports, front...
Persistent link: https://www.econbiz.de/10005465837
This special issue of the Journal of Business Research contains 13 articles presented at the Spring 2007 Thought Leaders International Conference on Brand Management. Following a blind reviewing process 69 papers were presented at the conference then authors were invited to revise their papers...
Persistent link: https://www.econbiz.de/10005474371
Persistent link: https://www.econbiz.de/10005477705