behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial 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 that certain brand personality dimensions can have a direct and …

„Brand Communities“ wurde um Online-Communities ergänzt, und das Kapitel „Innovative Marktpsychologie im IFM POS Lab“ ist neu …

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in … marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a … detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About …

-- Decoding Luxury Brand Communications -- Implications for Luxury Brand Management. . … Brand Communications Implications for Luxury Brand Management Target Groups Researchers and students of marketing …, communications, brand and luxury management Experts of the luxury industry, creative industries, media, consumer goods, and retail …

Chapter 1. An Introduction to Personal Branding -- Chapter 2. What is a Personal Brand? -- Chapter 3. Discovering Your …. The Monetization of Personal Brands -- Chapter 7. Legally Protecting Personal Brand Equity -- Chapter 8. Personal Brand … Reputation Management -- Chapter 9. Strategies for Managing Personal Brand Equity. . …