A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate … increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the … potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy …

relationship with the supra themes and the themes belonging to the local and regional brand. Further on, we have outlined the …. The relationship between these two profiles reveals strong brand connections but also shows some fractions which can be …

The purpose of this paper is to analyze the relationship between brand and competitive advantage (through … industry, to which a questionnaire survey was applied. The results show that (1) brand has a significant direct impact on … advantage through differentiation, and (4) positioning has a mediating effect on the relationship between brand and competitive …

branding and brand communication. The modern business environment affirms the need for continuous research and analysis of … are fundamental to effective brand positioning and customer relationship management. According to the standards and values … them and influence the creation or strengthening of brand awareness. Based on scientific knowledge, this paper, using …

This article considers the customer's trust and commitment variables in attaining the much desired brand loyalty. In … this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand … loyalty, which would be useful for companies with a focus on brand equity. This study was one of the first in the Brazilian …

involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents … research are: a) involvement of multiple senses in the consumer-brand relationship has a positive effect on brand perception; b …) the greater the frequency of involving multiple senses in the consumer-brand relationship, the more positive effect it has …

, and strengthening their brand as a tourist destination, Republic of Macedonia started to build and strengthen its tourism … brand. Due to the enormous competition, traditional destinations maintain and improve their brand through new innovative …

Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be … customers in two out of five segments. -- Context effects ; categorization ; brand choice models ; new brand introduction …

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …