brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By … combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that … firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and …

and interactive applications. But sometimes if not enough attention is paid, Internet may dilute the brand values. So many … precautions have to be taken to avoid the dilution of brand narratives and some managerial implications are developed in this …

profits. However, social media can drastically alter consumers’ behavior and their brand preferences. This rapidly evolving … social media. After careful analysis of the two, we discuss the likely impact social media will have on the practice of brand …

more and more as a brand manager in order to ensure a unique competitive advantage for the radio station. …

impression management (OIM) is essentially analogous to brand management. To date, however, there is a dearth of literature that … links OIM and brand management. Taking this into account, this paper dovetails OIM and brand management literature … the organisation's brand. This, we argue, permits the organisation to leverage their brand as a revenue generator in the …

Brands have become increasingly important as a foundation for competitive strategy. Unfortunately, although brand … managers are responsible for brand strategy development and execution, little is known about what makes a brand manager … effective. A model is developed to understand what intangible capital embodied by brand managers influences brand management …

Risk can no longer be ignored when talking about brand management, as risk management can no longer disregard brands … for manifold reasons. Building on the risk-based brand equity model, this paper contributes to the development of an … brand marketing effort, consumer behavior change, and the extant brands adaptation. …

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is … conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic … literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications …

This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance … derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self …-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or visual …