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 …

-category dependence of brand choice behavior. It is hypothesized, that the global utility function related to a product bundle is 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. …

We consider the consequences of a shared brand name such as geographical names used to identify high quality products …, for the incentives of otherwise autonomous firms to invest in quality. We contend that such collective brand labels …

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 …