taking part in PMs influence customers’ brand perception? Is there a danger of damaging a brand through this tool? Design … PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the …

expansion of consumer-brand relationships. Design/methodology/approach – Due to the lack of studies in this specific field, this … description of the human resource management (HRM) policies and practices which enable the development of consumer-brand … practices which enable the development of consumer-brand relationships.  …

priority for risk management. The purpose of this paper is to use exiting theory on brand components and architecture to … prevent brand burn. Brand burn is defined as the accidental negative impact formed on a brand due to a crisis outside the … on how to manage a brand through a crisis. To validate findings, triangulation using independent reviewers, theory and …

Purpose – The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand …; 'Mposters; and Message. Practical implications – This framework should be useful to brand managers to protect their brand … to develop a managerial framework of legal issues to address unauthorized and unfavourable use of a brand identity in …

Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity … whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two … communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social …

and Eastern Europe (CEE). Specifically, the question of brand promotion standardization is the focus of attention. Design …/methodology/approach – After literature review, a conceptual model suggests that the standardization of brand promotion, as well as a long …-term brand vision provided by management, positively influences firm performance in the target market. Furthermore, the model …

Established corporate brand research has two significant weaknesses. The first is the lack of empirically based … concerning consumers” beliefs, perceptions and values. Additionally, high‐tech corporate brands are rarely the basis of brand … research. This study explores consumer reactions to technical brands to draw inferences and build more effective brand …

In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what … their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of … develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action …

Purpose – The purpose of this paper is to examine whether classical brand naming concepts are sustainable for … entrepreneurial firms in the net economy. Design/methodology/approach – A prior study of Kohli and LaBahn covers the formal brand … naming process and gives insights into brand name objectives and criteria. To follow the research purpose, their findings …

Purpose – The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that … of brand, organizational identity (OI), and reputation building for large enterprises and small businesses in knowledge … representations of theoretically postulated relationships between entrepreneurial success and brand/OI/reputation. The primary data …