Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are still issues about the reliability and validity of the scale across business sectors. This study...

Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...

Purpose This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors. Design/methodology/approach Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale...

This article focuses on the main group of luxury goods consumers in China, the Chinese elite, who are of critical importance for marketing luxury goods. First, after defining the Chinese elite, we identify the relevant dimensions to segment this mass affluent group: conspicuous/functional,...

Présente les méthodes qualitatives et quantitatives utilisées en marketing, allant des études exploratoires aux systèmes experts en passant par les analyses de données et la collecte d'informations. Resitue la recherche en marketing par rapport aux évolutions du domaine : post-modernisme,...