Brands and Identity-Based Brand Management -- Sponsorship Alliance -- Brand Image Transfer: Attitude and Personality. … cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and … two sponsor brands. Hence, pairing with a co‑sponsor might fortify or dilute a sponsor brand's image depending on the …

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 …

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 …

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 …