The focus of entities nowadays is not only on financial results but also on ecological and social impacts of their businesses. This focus should be applied to all marketing principles. Unlike research on contributions, which emphasizes its general importance for entities' operation in the...

The purpose of the paper is to present a cross-cultural model of the customer-based brand equity for a tourism destination, encompassing four proposed dimensions — awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the...

Export marketing and international business literature support the view that firm size–a reflection of number of employees, and sales–is positively related to export intensity and is a distinguishing factor between internationalized and non-internationalized firms. According to the...

In high customer-contact services, employees are an imperative part of a company's service quality. While the effect of employee commitment on brand-supportive behaviors has already been studied, it remains unclear what drives employees' brand commitment. This study explores the brand-oriented...

Brand revitalization is a process, which is closely connected to recovering a brand, whose offer of products, as well as the consumer's attention in its competitive market are in vain. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully...

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern approach the brand should be treated as a complex...

In the past, branding was generally related to large companies, even multinationals. Today's fierce environment in combination with endless use of information and communication technology has significantly changed the rules in the area of branding. Branding has become an important issue among...

Branding seems to be an important issue among all companies, also among newly established and young companies with high growth potential or so-called startups. This was also confirmed in our empirical research, conducted among 195 Slovenian startups. Startup founders/CEOs see branding as the...

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships...

The paper points out the importance of evaluating the image of a destination. The author clearly emphasises the role of identity in management branding and treats the process of image evaluation as a self-analysis process leading towards building a strong destination brand. This process is even...