-profit branding, and internal brand management. Providing a concise overview of key brand management topics and illustrating important … marketing, strategic management, and branding"-- … methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in …

"The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long … marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in …, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new …

-Experten aus dem Bereich des Marketing und der Wirtschaftspsychologie. Wissenschaftlich fundiert und praxisrelevant werden aktuelle …

, Thailand -- Attitude towards private labels : a model for consumer packed goods in Spanish market / Mónica Gómez …,, Spain -- Brand equity of store brands and its effect on customer value : Spanish consumer goods retail sector / Natalia … Yagüe, Autonomous University of Madrid, Spain -- Choice of national brand versus private label "me-too" new products in a …

off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic … as consumer behavior and satisfaction in response to marketing strategies and the sensitive pricing techniques being … implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between …

Rafael Castro --Branding before the brand: Marks, imitations and counterfeits in pre-modern Europe /Carlo Marco Belfanti … Finanziario Tessile (1950s-1990s) /Elisabetta Merlo and Mario Perugini --Brand image, cultural association and marketing: 'New … national lager brand, 1959-1971 /Matthew J. Bellamy --The emergence of Italy as a fashion country: Nation branding and …