coordination problems along the brand promotions, consumption and customer value chain. Hence, firms in managing brands in the … Bottom of the Pyramid (BoP) market segments are needed to reduce brand costs by increasing the volume of sales and augmenting … by the up-market brand influence. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand …

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on … are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer … personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined …

brands are horizontally differentiated; (ii) the sunk cost to brand is low enough; and (iii) the brand value of this … potential branding firm is high enough, then the subcontractor might choose to brand and enter the final goods market even …

hoping that the stars will bring their magic to brand they endorse and make them more appealing and successful. But all … is that, yes, definitely celebrity endorsee influence consumer buying behavior and brand building but while using …

In the wake of the globalization of markets counterfeiting has become a major challenge for brand management … systematic dilution that takes effect globally. Against this background, we address the problem of brand value appropriation in … the absence of effective juridical means. Therefore we develop a system dynamic model of brand management and competition …

to social dynamics. Second, because consumers in brand communities are an integral part of the co-creation value, the … importance of consumer power to co-create value during their consumption has relevance to firms, as their control over the brand … to create and deliver an effective value proposition. Finally, brand communities create value between consumers and …