The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the … evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand … of standardized survey, because the emotions and attributes to the brand, which manifest themselves through images …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …

their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …