peer-review in the International Journal of Nonprofit and Voluntary Sector Marketing, published by and copyright John Wiley …This paper contends that relationship marketing can enhance the nature of partnerships in local government. It … development of relationship marketing and its definitions are acknowledged along with a selection of related issues. Two …

missing. For instance there is not yet a thorough definition of the term brand. This paper therefore tries to holistically … describe what characterizes the 'brand' phenomenon. A thorough look into history is crucial for a better understanding of the … brands, which reflects the main traits of the brand character as well als its complex interactions within and with its …

how the concept of consumer-brand relationships has been used in the marketing literature. The aim of this state … by integrating current knowledge from the relationship marketing literature. The results show that brand relationship … taxonomy of brand constellations, the remaining two empirical studies transfer existing knowledge originating from marketing or …

verglichen. Im theoretischen Teil wird versucht, die Sicht des Marketing um relevante Ergebnisse aus der experimentellen Ökonomie …

negating links to the corporate brand. …

Brand value. …

This research investigates how online video contests (OVCs) affect brand image, as measured by brand and advertisement … experiment examining OVCs, television, and magazine ad’s effects on multi-item measures of brand and advertisement attitudes. One … positive brand attitudes for the hedonic dimension such as feelings and attractiveness of the brand. For the more functional …

The conscious creation and marketing of a destination brand and image is a feature of the present age. Brands can … affect tourists' choices and behaviour and are therefore important in destination marketing. Marketing organisations devote … destination brand can be measured and defined by the expectations of the tourists. This study measured the SANParks brand by …

marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one … interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It … create and enhance their corporate brand. Corporations must define their corporate personality, build recognition …