Showing 1 - 10 of 538
This paper discusses the social communication process of consumer brands through the conventional and non-conventional networks. Retail industry and companies promoting consumer products are highly engaged in developing brand literacy through both networks in the global marketplace today. This...
Persistent link: https://www.econbiz.de/10012842695
Persistent link: https://www.econbiz.de/10014299237
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...
Persistent link: https://www.econbiz.de/10011079738
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....
Persistent link: https://www.econbiz.de/10011205909
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...
Persistent link: https://www.econbiz.de/10011207210
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...
Persistent link: https://www.econbiz.de/10010905399
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...
Persistent link: https://www.econbiz.de/10010575529
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...
Persistent link: https://www.econbiz.de/10010571380
With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness...
Persistent link: https://www.econbiz.de/10014174097
The industry of olive and olive oil has a sizeable weight in Andalusia since the ancient times. In the period of Roman Betica, the industry was the economic base of some very influential families in the arena of high politics. Hadrian, the emperor, was born in a wealthy family with interests in...
Persistent link: https://www.econbiz.de/10014174546