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 …

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 …

articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique … characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury … Brand Management is essential reading for upper level students as well as scholars and discerning practitioners …

Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing … author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative … Brand- 5. Defining Luxuriousness -- 6. Extended Product: Value in Use and Consumption -- 7. Perceived Authenticity -- 8 …

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the … affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide … creating a global brand personality model …

their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers …

and how to: Make the transition from selling in-store to selling (and winning) online Conduct online brand audits to … pinpoint opportunities for improvement Increase brand equity through high-quality content Maximize online sales by … -- Chapter 4: Confront the New Path to Purchase (And Then Lead the Charge) -- Chapter 5: Activate Your Brand Content -- Chapter 6 …

clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are …

Markenbekanntheit Vorteilhaftigkeit der Markenassoziationen, Processing Fluency und Brand Interest als Erklärungsansatz der Wirkung … bekannten Marken -- Bedeutung der Markenbekanntheit -- Vorteilhaftigkeit der Markenassoziationen, Processing Fluency und Brand …