brand strategy and in testing the sustainability of brands; uncover a wider range of choices than those perceived by …

is a surprisingly diverse set of media articles about strategy and leadership on such topics as brand bruising, executive … automaker confront deregulation, addressing and adapting to global warming, commoditizing the Starbucks brand, Silicon Valley …

recruitment communication. Practical implications – Employer brand theory and practice have evolved significantly over the last …Purpose – This paper aims to examine the degree to which employer brand management is being deployed to support … companies actively involved in employer brand development, alongside a more detailed examination of the development process and …

Purpose The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving … process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design … brand meaning outcomes. Findings Prior research is limited in that it neither maps the process of cocreation within which …

importance of brand integration for value creation in horizontal M&As from a practical perspective. The paper then reviews three … related bodies of existing literature that are critical to this research – M&As, product and brand management, integration … approach. This review leads to the identification of the research gap in the area of brand integration in M&As. The paper then …

reputation pulse and showed the highest level of brand awareness, according to the latest report published by the Forum of …

media consumption and communication behavior that originate in the use of web 2.0 platforms. The authors demonstrate how … candidates how to handle the chances and threats that originate in this new communication technology. …