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 …

's brand image. The study then creates a conceptual model of destination attributes, brand image and airline promotional …

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et … al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand … and transfer product are the main and most influential factors driving brand extension success. However, the ability of a …

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage … sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand … credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is …