society, consumers and companies, and to point out strategies for implementation of sustainable values into the brand concept …

. Although the new paradigm of brand management, the so-called co-creative paradigm, has been extensively researched in recent …. To exploit the potential that the co-creation paradigm offers for SEOs, our paper introduces a social impact brand model … (SIBM), which sheds new light on the design process of social entrepreneurial brand meaning. The findings identify key …

development of strategic competitive advantages, and brand management are reflected. Since the change from a sellers' market to a …

Innovative new products and a strong brand are essential assets to sustain and expand a company’s competitive position … price promotions, can influence both new product diffusion and brand image. However, a holistic, brand … investigating the effect of price promotions on new product diffusion from a brand manager’s perspective. The analytic basis is a …

Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions …

focused on brand and product global strategies involving a new type of operational manager: the global business manager. …

The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on … brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 … relationships among the research variables. The analyses of data showed three dimensions of brand image influenced on fan’s brand …

paper we analyze the brand management strategy ViviVerde” pursued by Coop and, with an analysis of the demand elasticity of …

The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing … investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand … that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was …

internationalization of enterprises and brand management, allowing for the construction of long-term relationships with other parts of the …