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Conceptualizing agile branding : dimensions and antecedents for managing brands in a dynamic environment

Pöhlmann, Michaela; Seitz, Jürgen - In: Administrative Sciences : open access journal 14 (2024) 6, pp. 1-26

, and (e) ambidexterity. The critical challenge of agile branding is to balance brand continuity and adaptation. The study …

Persistent link: https://www.econbiz.de/10014576834

Brand response to environmental turbulence : a framework and propositions for resistance, recovery and reinvention

Rego, Lopo L.; Brady, Michael; Leone, Robert P.; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 2, pp. 583-602

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Can negative word-of-mouth have any impact on brand sustainability?

Kakalejcik, Lukas; Fedorko, Richard; Gavurova, Beata; … - In: Marketing i menedžment innovacij : m&mi (2021) 1, pp. 212-224

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Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives

Adeola, Ogechi (ed.); Hinson, Robert (ed.); … - 2022

1. Marketing Communications and Brand Development - An Introduction -- 2. The Progress of Destination Brand Marketing … of UAE -- 4. Bank Brand Avoidance - Perspectives from Nigeria and Ghana -- 5. Sponsorship: Practices and Benefits in …-Driven Consumer-Brand Interactions in Mexico: Healthy Food Brands versus Indulgent Food Brands -- 8. Health and Lifestyle Branding …

Persistent link: https://www.econbiz.de/10013192340