Manuscript type: Quantitative paper Research Aims: This study examines the impact of Umbrella Brand and House of Brand dimensions- brand awareness, customer trust, brand messaging, and brand decision-on organizational performance. Design/methodology/approach: Data were collected from 109...

Today Companies are getting desperate to grab the attention of consumers. Competition has forced both marketers and companies to seek new unconventional ways to get their message across to their audience. The innumerous bombardment of information with regard to any product or services has made...

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and...

Introduction -- Study 1: Perceived Corporate Social Responsibility Effects across Nations – The Role of National Institutions -- Study 2: Joint Role of Corporate Communication Budget Allocation and Internet Penetration in Multinationals’ Corporate Brand Equity Cross-National Effects. A...

This article identifies three barriers to consistent B2B brand communication: 1 reduced control due to digital and societal changes, particularly the rise of digital communication platforms, 2 the centralization-decentralization dilemma, and 3 fragmented internal stakeholder perspectives. To...

This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized...

This article examines the effects of perceived negative brand publicity on employee emotions, attitudes and brand supporting behaviors. Drawing on Affective-Events-Theory (AET), it attempts to identify underlying affective and cognitive processes leading to behavioral change. Using data gathered...

The Objective of this study explains the Branding strategy, Branding is successfully creating a brand identify hat will not only make your business more appealing in comparison to your competitors, but it will also convince consumer. That in a sea of prospects your business is the only one...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...