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 …

Ziel dieser Arbeit ist es, die Wirkung des Multiple-Brand-Endorsement zu analysieren und zu schauen, ob es … fragt diese Arbeit nach der Funktionsweise von Multiple- Brand-Endorsement. Welche Chancen und Risiken gibt es? Welche … Wirkungszusammenhänge beim Multiple-Brand-Endorsement zu verstehen, ist es jedoch unerlässlich, die einzelnen Begrifflichkeiten genauer zu …

The focus of this dissertation lies on the brand personality (BP) and the brand relationship concept. They represent … two particularly important measures of brand equity. And more importantly, both concepts still lack a comprehensive … understanding. Hence, this dissertation provides deeper insight in how two manage and measure BP and how to build strong consumer-brand …

). This paper presents branding insights and findings from a content analysis of ten highly successful toy story brand … heavily on developing a highly distinctive and likable brand personality that clearly narrates strongly supporting brand …

firm, we investigate how the promotion of family-based brand identity influences competitive orientation (customer versus … leaders of 218 family businesses, we demonstrate that developing a family-based brand identity positively contributes to firm …-based brand identity via a product-centric orientation do not impact firm performance. Our results suggest that family-based brand …

breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information … effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same …. However, there is strong market segmentation in terms of consumers’ response when exposed to brand information, suggesting …