crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows …

brand SKUs over several months or a year. Though manufacturers spend much of their marketing budget on trade promotions … no adverse effect on the brand's market share, as predicted. To generalize the model beyond the specific category where …

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the … ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and … confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands …

, positioning (brand and products), reputation, goodwill, networking. This paper aims to analyze – following the literature on brand … communicating the brand to consumers and other stakeholders in the mature market of automotive. The Author considers the launch of … are used in order to support the appeal of the car but also to reposition the corporate brand perception. A single product …

Brand purpose is to increase shareholders’ wealth and making profit. Considering the organizations economic environment … changes and the fall of the most markets, the paper is focused on the general forces impeding the brand development and on …

social media. It has been shown that the success of a brand today increasingly depends on the existence of a community of … captive and loyal fans who co-create the value of that brand through their various practices. This co-created value is … evaluated as an intangible asset by financiers and consultants. This paper therefore seeks to deepen the knowledge of brand …

further than quality and price. Linking the techniques of revenue and brand management may provide a winery with revenue …