competitive advantage to build the overall power of the brand, and differentiate the brand owner from its competitors. Within the … apparel industry licensing is used predominantly to extend the brand?s presence beyond its core, and fulfill a particular … the brand, and allows the brand to offer products beyond its core. Positioned strategically these products add to the …

important element in the current global context is brand, which gives the main points of differentiation for offers existing on … the market. A correct and efficient management of the brand supports the creation of strong emotional relationships with … consumers, bringing competitive advantages, especially by increasing their loyalty. As a result, brand management is an area of …

Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital … insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore …, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and …

An underdog brand is a brand with humble resources that competes with passion and determination against competitors … understanding of what an underdog brand is and how brands can use the underdog effect is still limited. Considering the relevance of … underdog brand management for practice, the purpose of our article is to distill the components of the concepts "underdog brand …

significant influence on luxury destination brand building, while the impact of accommodation quality and a premium price is non … contributes to marketing and brand management literature by identifying and investigating the factors that help in building and … managing a luxury destination brand, which to date has been neglected in literature. …