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 …

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

Zugang zum Corporate Brand Management -- Aufbau und Steuerung einer Corporate Brand -- Die Beziehung von CB, Produkt …Dieses Buch zeigt, wie Unternehmen ein wirksames und wertschöpfendes Corporate Brand Management als marktorientiertes … Markenführung sowie Möglichkeiten von Markenkooperationen werden aufgegriffen. Die Markenkontrolle wird um Ausführungen zu Brand …

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the … consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand … websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses …

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …