This paper examines three important issues in brand management – the route to brand growth, the idea that brands should be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous studies to show that:(1) the route to brand growth...

Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I...

In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity...

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

The role of brands and branding in the new economy that is characterized by digitization and globalization are attracting considerable attention. There is need to understand the revised role that now brand has to play in this changed environment. Brands are now search keys for online purchasing....

This paper studies the impact of competition on the benefits of advance selling. I construct a two-period price-setting game with heterogeneous consumers and two firms that produce different brands. Some consumers prefer one brand, others prefer the other brand. Consumers derive common value...

This article presents a guiding framework on how to use social media as a marketing tool for academic researchers. We present fundamentals of a modern communication strategy, which is tailored to the needs of scholars and highlights the importance of personal brands, especially in academia. We...