Part I - A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten...

Introduction -- Development of the macro environment of the (luxury) tourism market -- Analysis of the luxury phenomenon -- Behavioral explanations of luxury consumption -- Marketing management of luxury providers -- Luxury and the tourism offer -- Luxury relevance of selected megatrends in...

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 knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show...

Luxury is as old as humankind and has sparked multiple debates throughout of history. In today’s consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing....

Chapter 1. An Introduction to Personal Branding -- Chapter 2. What is a Personal Brand? -- Chapter 3. Discovering Your Target Audience -- Chapter 4. Positioning for a Competitive Advantage -- Chapter 5. Marketing Personal Brands -- Chapter 6. The Monetization of Personal Brands -- Chapter 7....

Einführung -- Die mediatisierte Markenerweiterung als Forschungsgegenstand -- Bezugsrahmen einer Mediatisierung der Markenführung -- Entwicklung eines empirischen Untersuchungsmodells zur Analyse mediatisierter -- Markenerweiterungen -- Empirische Überprüfung des Untersuchungsmodells --...

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...

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal...