are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …

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 …

Brand managers are more than ever facing challenges to build strong brands. Strong brands do not differentiate from … other brands, just because of a functional value proposition. It's more about the emotional connections between the brand …

brand equity. In addition, the study proposes practical implications for organizations to design a balanced branding …The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a … conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process …

of personalized brand's messages through a number of inter-connected channels. Methodology used in this paper includes … the paper is that mobile marketing is able to provide consumers unique brand experience, greater real-time interaction …, greater brand recognition which will result in higher customer loyalty. By recognizing the value of new technologies in …

There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …. This study investigates for which purposes brand equity can be applied to. It further investigates which facets the concept … of brand equity refers to, how these facets are measured and what the implications are for defining and measuring brand …

According to several forecasts brand equity will become the most influential marketing topic for the next ten years …. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand … equity and describes the contribution of the literature on brand equity with res pect to the previous defined requirements …

hypermarket Real. The approach connects the brand strength concept from Keller with a linearmodelled purchasing behavior process …

Am Beispiel einer Händlermarke (Store Brand) aus dem Lebensmitteleinzelhandel wird aufgezeigt, wie sich deren Image mit … Hilfe einer Multi-Item-Skala messen lässt. Dabei werden insbesondere das theoretische Konstrukt "Store-Brand-Image" und die …Using the example of a store brand from the food retail sector, it is shown how its image can be measured using a multi …