Purpose – A number of research findings point to positive motivational attribution about the donor brand as an … hypothesised in the model. Findings – Positive motivational attribution about the donor brand refers to the target consumer …'s perception that the donor brand is motivated with more altruism than egotism. Only when the consumer's prior experience of the …

media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management. Design … designed to measure their satisfaction with the luxury brand's Facebook page and various endogenous variables. Findings … social‐adjustive functions of luxury brands, satisfaction with a luxury brand's (Louis Vuitton) Facebook page, attitudes …

Purpose – The purpose of this paper is to examine brand familiarity, extrinsic attributes, self‐confidence, perceived … – Brand familiarity had positive effects and extrinsic attributes had negative effects on the perceived equivalent quality of … the MP3 players for both the prototypical and me‐too brands. Further, brand familiarity and extrinsic attributes produced …

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify … the role, if any, that brand equity considerations have in the extension decision process. A case study approach is used … brand development than new product development.  …

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding …, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented … for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal …

for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to … “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has … also been discussed as a method. Findings – Masstige value is the best indicator of long-term brand value. In other words …

development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand … awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct … auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand …

with and strategic approach to use of social media in brand building. This research complements the much more extensive … B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer … heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts …

in UK and in France differs and second, the paper models the relationship between brand managers’ role, role stressors … significant volume of UK and France FMCG trade. Findings – The results reveal the existence of a same pattern in the brand … managers’ role but also reveal some differences in the variables that affect the brand managers’ intention to leave the …

, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders. Design …/methodology/approach – The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm …. Findings – Identity-based definitions of the brand, the definitions of a “strong engineering brand”, associations of the …