An emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a discussion about the limitations of existing research....

In today’s higher education landscape, college and university leaders may wellconsider principles of brand management to assure their positions vis-à-vis their competitors.Although considerable differences between higher education and product brands exist, there aresufficient similarities to...

Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been explicitly answered through empirical research. This specific study attempts to provide some answers to these questions. Through the hypotheses tested, we came to the conclusion...

Purpose The paper examines the concept of silent communication and its implications in marketing communication. It defines silent communication and proposes an analytic framework enabling an expanded view of marketing communication. Design/methodology/approach By explicitly adopting a...

In the last decades supply chain management has been explored from different perspectives fueling a myriad of research in the field. Although the literature on supply chain management (SCM) is vast, major gaps requiring scientific exploration still exist. Among these, interaction of branding and...

The development of the information technology and of the Internet has created the perfect environment for the companies to reach their client easier and faster. Until the middle of the ’90 there were only several dozens of global brands. Today with the help of this new tool, the Internet, the...

Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of...

The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance...

This special issue of the Journal of Business Research contains 13 articles presented at the Spring 2007 Thought Leaders International Conference on Brand Management. Following a blind reviewing process 69 papers were presented at the conference then authors were invited to revise their papers...

Product-harm crises are among a firm’s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firm's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis....