An emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen … the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a … for brand management can be achieved. …

Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been … defining element of the Brand (among others specified) and that the contribution of the Brand name to particular criteria of … Brand success is significant according to all those aspects. Along these lines managerial insights into these findings could …

is to investigate the power of brand in supply chains by taking literature devoted to supply chain management into … consideration, relationship marketing and brand management. This paper explores the power of brand in terms of SCM and it defines … the concept of “brand elevation in supply chain”. The objectives of this study are thus twofold: identifying “brand …

We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock … hedonic product groups than in utilitarian product groups and consumers are more brand loyal to high equity brands than to low … equity brands. Brand loyalty is especially strong for high equity brands in hedonic product groups. Our study also confirms …

brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …

“Cool” is a quality highly desired by consumers and, therefore, highly desired by brand owners, yet it is frequently … brand owners and their agencies alike. Its claim to be able to predict future trends by researching cool individuals has …, self‐defeating. The real challenge for brand owners is not to observe cool people, but to create new cool products …

based on consumer imagination theory, which aims to offers a means to determine whether a brand archetype will transform … customers of the Nike Air Jordan brand took place in the Asia Pacific, Western Europe, and North America regions of the world … concepts and relationships were finally incorporated into a fully developed model. Findings – A “brand archetype …

Purpose – The purpose of this paper is to examine the way in which brand positioning elements are manifested in the …