brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail … industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective … reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and …

-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design …. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not … only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but …

Purpose The paper aims to examine the nexus between perceived relational benefits and brand engagement within a … and entertainment) contribute significantly to consumers’ brand engagement in a restaurant service setting. Variations … across consumers with low, medium and high brand engagement levels are also provided. Originality/value The paper extends the …

relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing … personality of a test brand and perceptions regarding the quality of the test brand as a relationship partner, and the moderating … effects of the test brand's perceived attractiveness. The research is based upon a survey of 142 graduate and undergraduate …

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to … the place brand as a “relational brand network”, extending place branding beyond a matter of just one‐way communication … brand management. Originality/value – Research on the application of ambassador networks in place marketing seems to be …

concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties …

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention …. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands …, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition …

Purpose – Academic literature generally regards the brand name element as central to consumer brand equity … interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In … order to isolate the brand name element this focused on global marketing induced brand name changes. Findings – Many of the …