Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation Standards (IVS) and the Valuation under Act No. 151/1997 Coll. on property valuation in relation to trademarks in the territory of Czech Republic can be classified among them. The...

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the Basque Country, and analyzes to what extent the sector is taking advantage of that potential. To achieve this goal, we carry out a review of the literature related to perceived...

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the Basque Country, and analyzes to what extent the sector is taking advantage of that potential. To achieve this goal, we carry out a review of the literature related to perceived...

Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was...

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...

A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new product trial in experience goods categories. In this paper we argue that this property has specific testable implications for the dynamics of sales. In particular, in the movie...

Purpose of the article: This paper represents a set of requirements placed on brand managers when they are first approached by recruiters in both Ukraine and the Czech Republic. Methodology/methods: To conclude a successful empirical research, Berelson's content analysis method was used to study...

A common assumption in product value literature is that authenticity is what contemporary consumers value the most. However, as this paper illustrates, the meaning of authenticity is unclear, and the term appears foreign to product development practitioners. The purpose of this paper is to...

For the past 15 years, mostly in the context of raising the financing volume for the rural environment, the number of rural boarding houses has been expanding exponentially. This increase has failed yet to be correlated with efficient marketing solutions, the development itself happened rather...