Zusammenfassung Der vorliegende Beitrag beschäftigt sich mit der Markenführung von Destinationen. Ausgehend von wettbewerbsintensiven Marktgegebenheiten und der wichtigen Rolle des Destinationsimages bei der Reisezielwahl wird die Wettbewerbsstellung der Destination nicht als unabdingbar...

Purpose – The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between...

Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand...

Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey,...

Purpose This study aims to understand if network brand management is a key activity in tourism business networks and how the network brand relates to the place brand and the brands of individual network members. Design/methodology/approach Preference has been given to a qualitative approach and...

Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to...

Zusammenfassung Zahlreiche Kulturlandschaften, die maßgeblich von religiösen Bauwerken, Traditionen oder Riten geprägt sind, nutzen in ihrem touristischen Marketing diese Besonderheiten und entwickeln darauf basierend eine regionale Marke mit eigenem Namen, Logo und Webauftritt. Die...

This article offers a comprehensive overview on the relationship between sustainability, corporate social responsibility (CSR), and corporate reputation (CR) by examining a field study case of a wine family firm located in the Abruzzo region of Italy. Through qualitative research methods, direct...

Exchanges between Internet users have clearly increased with the proliferation of social networks. That has revalorized Consumer-to-Consumer (C2C) Websites which represent an important information source for clients. With the increase of actors in C2C markets, the reputation of the company is a...

Corporate ethics (CE) and corporate social responsibility (CSR) have been considered as the main determinants of companies' success as well as sustainability for company's viability. Both of them potentially affects on consumer buying behavior. This study aims at exploring the basic issue on CE...