revenue is expected, the figure drops accordingly. However, slashing the amount allocated to brand building will not suddenly …

Purpose – This paper explores the role of financial services brand values and compares the importance of process and … comparatively more salient role than outcome factors in building positive brand experience. Research limitations …. Practical implications – It is recommended that financial services providers design brand appeals and advertising messages that …

-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design …. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not … only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but …

branded; in Canada, brand penetration is around 40 percent, in Europe it is under 25 percent and growing. Branded hotels tend … to outperform comparable independent properties. A fundamental understanding of the dynamic relationship between brand … developed to demonstrate the relationship of these key factors. In order to achieve brand integrity and consistency, a balanced …

have worked hard to improve the effectiveness of brand management but that several key factors (such as market insight …, differentiation, relative uniqueness) influence the long‐term effectiveness of the brand management approach. Research limitations …/implications – Practical measures for improving brand management practices are identified and explained. Practical implications – The key …

Purpose – The purpose of this study is to examine the effect of internal brand management (IBM) practices on tourism … and hospitality employees' ability to demonstrate brand supportive behaviours. A model, which includes brand knowledge … dissemination, role clarity, brand commitment and brand supportive behaviour is proposed. To provide further insight, the study …

Purpose This study aims to develop dimensions and sub-items that explain hotel brand portfolio strategy (HBPS) and … success for a hotel company is the successful building and management of a strong brand portfolio. Design …/methodology/approach This study proposes four dimensions of HBPS: brand portfolio scope, intra-portfolio competition, brand portfolio location …

Purpose The paper aims to examine the nexus between perceived relational benefits and brand engagement within a … and entertainment) contribute significantly to consumers’ brand engagement in a restaurant service setting. Variations … across consumers with low, medium and high brand engagement levels are also provided. Originality/value The paper extends the …

affect brand performance, and the indirect influence of human resources management functions when mediated by job … between organizational career management and internal branding on brand performance was also examined. Design … (organizational career management, internal branding and job satisfaction) and brand performance in four- and five-star hotels in …