(value, brand, and relationship) can be combined with service quality (SERVQUAL) measures to help managers develop strategies …, which are mailed to an automobile firm's customers. To explore the moderating affect of ethnocentrism, the model's proposed … relationships and fit statistics are tested by employing multi‐group comparisons (high‐ and low‐ethnocentrism) through structural …

to the Indian market. This paper aims to investigate brand strategies implemented by food and beverage firms going … international and, in particular, to determine how to build the brand strategy on entering emerging markets through acquisitions …. The research focused on the brand strategy for the specific case of the Lavazza Company by using a qualitative approach …

strategic role HR has to play in aligning corporate culture with the external brand. Here she explains to Bob Gorman why the …

&Pictures, which created a high‐end internal brand, INsight, to showcase the new five‐part recruitment and development program …

take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … business and its products. Qualitative research in the form of a series of in‐depth interviews with experts in brand strategy … the brand management team.  …

luxury brand management. Design/methodology/approach – Case study of a leading luxury goods conglomerate provides operational … definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and … – Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade …