The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...

The number of product recalls has considerably increased during the last decade resulting in escalating costs for the public and companies likewise. Companies are confronted not only with severe consequences of their short-term performance (e.g. sales) but also of long-term marketing metrics...

In order to shape the customers' image about a retailer, a retail brand or a retail format, the retail company may appeal, in addition to the marketing tools, to the corporate culture (the company's own perspective) and the company's reputation (how the company is perceived by the public)....

Co-branding provides a possible way to create brand associations and to reinforce the images of partnering brands. At the same time, important associations can be transferred from the partnering brands to a new, unknown co-brand. However, no prior study has investigated in detail which...

Trademark law is incoherent, and it fails to manage all the interests at stake in the modern business environment. This failure flows from a core misunderstanding. Trademark law has not grasped that is managing brands, not trademarks. In this article, Professor Deven Desai develops a new theory...

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

Brand architecture may be understood in reference to an integrated approach of a firm directed towards the design and management of its brand portfolio. Broadly, brand architecture is concerned with the pedigree of brands of a firm, role of specific brands and the relationship between...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...