luxury brand management. Design/methodology/approach – Case study of a leading luxury goods conglomerate provides operational … definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and … – Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade …

Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the … emergent patterns. Recontextualization techniques were employed to identify key dimensions of brand management operations for … also identified as a tool companies can use to synthesize brand management strategies throughout company and remain …

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 …

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 …

, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study … develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by … that there remains a connection to the brand's past. The data show that the logo chosen by consumers reflects their …

on the importance of product cues and the moderating effect of brand schematicity. Design/methodology/approach Data were … the gift-giving situation and brand schematicity on the importance of product cues was then investigated. Findings The … results differed, depending on the importance of brand cue. For the whisky category (high brand importance), brand …

explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand … association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the … literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using …