The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …

their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale …

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 …

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. …

are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …