Dieses Buch erklärt, was eine Kultmarke ist und welche Merkmale sie auszeichnen. Der Autor grenzt sie dabei kritisch von dem typischen Kultverständnis und Hype ab. Anhand von zahlreichen inspirierenden Beispielen, die auf die neun vom Autor ausgewählten relevanten Kundenmerkmale einzahlen,...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and...

The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research...

1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a new balance to achieve -- 3 opinion leaders, short videos and virtual communities in the fashion industry -- 4 fashion bloggers: temperament and characteristics -- 5 online brand...

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

Grundlagen der identitätsbasierten Markenführung -- Strategisches Markenmanagement -- Operatives Markenmanagement -- Identitätsbasiertes Markencontrolling -- Identitätsbasierter Markenschutz -- Internationale identitätsbasierte Markenführung.

Social Media Influencer in der Markenführung -- Theoretische Grundlagen und Herleitung des Untersuchungsmodells -- Empirische Analyse zur Wirkung des Brand-Fits und des SMI-Attachments im Influencer Branding -- Schlussbetrachtung und Ausblick.

1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global...

Part I: New Generation Design -- 1.Fashion Design in Altermodern China -- 2. Projecting Authenticity Through Cultural Heritage: Chinoiserie of Contemporary Chinese Fashion Designer Brands -- 3. Chinese Contemporary Fashion: A Multimodal Discourse -- Part II: Industry, Creativity, Education -- 4....

1. Introduction to Communicating Globally: An Integrated Marketing Approach -- 2. Transitioning in the Marketplaces and -spaces of 2020 and Beyond -- 3. The Global Marketplace -- 4. How Marketing Communication Works -- 5. Integrated Communication or Integrated Marketing Communication -- 6....