-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more … individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand … stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review …

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 …

Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with … knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their … provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand …

non-compensatory way. Specifically, additional information learned about recognized brand objects significantly affected …

robust when brand names are absent from product offerings. Testing whether these effects, with unbranded alternatives, will … research by further testing the generalizability of these effects in more realistic market scenarios that include brand … these effects such that the results show no evidence of the attraction or superiority effects when the entrant's brand is …

largely based on recognition, as the famous brand was preferred even when additional star ratings rendered it as less … star ratings for the recognised brand were negative. This condition also resulted in longer response times compared to …

the literature of gender and small businesses in India (e.g., Harriss-White, 2003) found differing employment patterns … gender of the owner due to the different spending imperatives of male and female entrepreneurs and the women they employ. The …