Purpose – This study aims to examine the influence of fashion blogs on consumer brand preferences and investigate the … choice for internationally known elite fashion bloggers. This is a consumer-driven information platform publicizing the brand … industry. Practical implications – The study draws attention to the way this development shifts power over brand meaning toward …

. Transferring brand identity across borders represents a serious challenge and consistent delivery depends on all employees … ‐ wherever they are ‐ understanding the brand vision and sharing the values. For IKEA, setting up stores in Russia and China was …

to successful marketing is control. Control over brand, control over communications and control over activities. It is … products, isn’t it? Or General Motors for that matter. Or Pepsi. With pretty much any major brand you can think of, it is hard …

bond that characterizes consumer–brand relationships. But mutual trust and commitment are fundamental if the customer is to … closely engage with a company or brand in the first place. Thanks to social media, establishing this critical foundation has …

Purpose – This paper aims to examine the degree to which employer brand management is being deployed to support … companies actively involved in employer brand development, alongside a more detailed examination of the development process and … trend towards organizations taking a more integrated internal/external approach to employer brand development and management …

brand strategy and in testing the sustainability of brands; uncover a wider range of choices than those perceived by …