Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program …. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of … satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The …

Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering … BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating … brand attributes, and underlining brand dynamics in the competitive marketplace. Findings – The study argues that the …

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go … implications – MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the … characteristics that the customer wishes to find in the brand image (brand image future development). Originality/value – Most of the …

luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical … country of origin, consumer dissatisfaction with service, and negative stereotypes of luxury brand users are potential … antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers …

based on consumer imagination theory, which aims to offers a means to determine whether a brand archetype will transform … customers of the Nike Air Jordan brand took place in the Asia Pacific, Western Europe, and North America regions of the world … concepts and relationships were finally incorporated into a fully developed model. Findings – A “brand archetype …

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 …

take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … business and its products. Qualitative research in the form of a series of in‐depth interviews with experts in brand strategy … the brand management team.  …

Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family … perception are depicted. Afterwards the literature considering brand management research in family firms is reviewed … the effects of being a family firm on the organization and its stakeholders highlights the relevance of conducting brand …

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 …