Purpose – This study explores factors influencing the revitalisation of a multinational brand that is perceived …/methodology/approach – This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised … of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs …

issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of … expansion. International branding strategy can be used to enhance a firm's brand and financial performances abroad. Originality …/value – The major values of this study are the establishment of the role of branding in international business. Both brand …

Purpose – The purpose of this paper is to identify brand management accounting as a further approach to accounting for … has been among the most visible changes in many business organisations in recent years. Effective strategic brand … accounting for brands has largely been concerned with the derivation of brand valuations suitable for financial accounting and …

quantitative pilot study and a quantitative main survey. Findings – Long‐term branding strategies, brand performance and firm …'s business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding …‐term branding strategy, focusing not only on brand development. Originality/value – By systematically examining relationships …

interviews – brand name, price, dealer proximity, quality of dealer's service, and buyer's experience of the dealer. The conjoint … analysis revealed that brand accounts for 38.95 per cent of the purchase decision, ahead of price (25.98 per cent) and service … (14.90 per cent). The importance of brand varies according to the tractor brand. Also, the overall utility varies, with …

intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of … resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the … brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is …

partner brands have different brand equity positions. Design/methodology/approach – This study employs a scenario approach …. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high …‐, medium‐ and low‐brand equity levels firms. Findings – It was found that brands with equivalent equity levels shared the …

customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform …. Findings – The results show that market-oriented firms are better at deploying marketing mix, brand management and customer … marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening …

cohesive portfolio. Design/methodology/approach – Lists four key principles that the best practitioners of brand portfolio … management should follow. Findings – The best practitioners of brand portfolio management follow four key principles: push … the weakest brands. Practical implications – Provides managers with guidelines for managing brand portfolios. Originality …