The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms....

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...

Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...

When a nation is establishing a new identity and making recompense for exclusively regulated economy of recent history, the corporate marketing function must respond. A new paradigm is required if the communities that comprise future markets are to favour businesses whose success is based on the...

Several studies have measured the effects of regulation on a particular industry. These studies range widely in sophistication, from simple observation (comparison) of pre-transformation and post-transformation actual industry performance to econometric analysis that attempt to separate the...

The concept of measurement quality assurance (MQA) as embodied in National Institute of Standards and Technology (NIST) programs is not generally used within European programs for testing or accreditation. Although the essential elements of quality control and quality assurance are in the...

The oil industry is the richest and most influential industry in the world. The industry has moved the fates of nations. Oil is required to fight wars and exert power, and the restriction of this energy source is paramount to the restriction of movement, control, and in the end, power....