1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing … of UAE -- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana -- 5. Sponsorship: Practices and Benefits in …-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands -- 8. Health and Lifestyle Branding …

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

Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations -- Study 2 …. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the …

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 …

Lohas - A brilliant marketing idea -- Are there green trends? -- The brand as a social alliance system -- The brand from a … legal, economic and sociological point of view -- What brand really is -- Managing authentic brands -- The example of wooden … develop young brands -- The six principles of green brand management -- Conclusion and outlook: All green?. Translated with …