with them. Given that successful implementation of the concept of sustainability demands changes that trigger mass rather … society, consumers and companies, and to point out strategies for implementation of sustainable values into the brand concept …

integrated marketing communication instruments is a prerequisite for successful brand positioning and sustainability of brand … branding and brand communication. The modern business environment affirms the need for continuous research and analysis of … are fundamental to effective brand positioning and customer relationship management. According to the standards and values …

email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …

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 …

Sustainability implies the extension of companies' classic relations outside the economic sphere, leading to the …

nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at … Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the … sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …