The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...

Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...

Markenbildung und -führung gehören zu den zentralen Aufgaben einer Destinationsmanagementorganisation. Die Vielzahl der Akteure im Destinationsmarketing mit ihren unterschiedlichen wirtschaftlichen und politischen Interessen stellt dabei ein potenzielles Hindernis für die klare Profilierung...

This special issue of the Journal of Business Research contains 13 articles presented at the Spring 2007 Thought Leaders International Conference on Brand Management. Following a blind reviewing process 69 papers were presented at the conference then authors were invited to revise their papers...

Purpose – This paper first attempts to analyze the issue of brand proliferation by a monopolist allowing transfer pricing as a channel to bridge headquarters and brand divisions, and then to view how the headquarters uses transfer pricing as a strategic device to encounter intra-brand...

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general, and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in...

MOMCO was a leading manufacturer and marketer of branded edible oils in India. In its product portfolio, Kurdola was PUFA (poly unsaturated fatty acid) based premium edible oil. It was established in the market as the best product for keeping the heart healthy, based on the findings of medical...

In this research, five steps are brought up to build up the trademark map, including (1) deciding sample range of trademarks, (2) analyzing the first-time information, (3) analyzing the second-time information, (4) building up the trademark map, and (5) analyzing the trademark map. This standard...

Integrating corporate governance into brand management is fundamental for protecting shareholders, considering the increasing importance of brands in firms’ performance and the dissociation between shareholders and managers in most large and medium firms. This paper designs a corporate...