Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go … implications – MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the … characteristics that the customer wishes to find in the brand image (brand image future development). Originality/value – Most of the …

brand managers and to point out the gaps between their short‐ and long‐term tasks. Design/methodology/approach – The paper … conducted two studies: the first utilized a focus group in order to define the tasks of brand managers. In the second study, 58 … brand managers were interviewed using in‐depth interviews in order to define the various factors of each of the nine …

luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical … country of origin, consumer dissatisfaction with service, and negative stereotypes of luxury brand users are potential … antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers …

an employer brand to find the best employee out of the fitting ones and to tie those best employees to the company …

marketing communications and brand management. An underlying question for this research is whether, how, and under what … circumstances the portrayal of a family business identity influences corporate brand equity. Research in brand management clarifies … the importance of learning how consumer behavior is influenced by brand leveraging beyond the core product or company …

perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of … the supply chain could have one. The concept of brand has not exhausted its ability to attract new customers. On the … contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the …

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the … results illustrate the possibilities for the brand to increase value for customers and enhance the competitiveness of the …