Journal of Brand Management: year end review 2017
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DOI: 10.1057/s41262-017-0078-9
Abstract: A review and reflection on key topics plus identification of future research avenues from within the Journal of Brand Management during 2017 that included a special issue focused on the theme of (1) brand and… read more here.
Keywords: brand management; management year; journal brand; brand ... See more keywords
Personality-driven luxury brand management
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DOI: 10.1057/s41262-018-0090-8
Abstract: This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about… read more here.
Keywords: brand management; brand; luxury brand; personality ... See more keywords
Employees as a second audience: the effect of external communication on internal brand management outcomes
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DOI: 10.1057/s41262-018-0135-z
Abstract: Although external communication affects both customers as external target groups and employees as internal target groups, internal brand management research regarding the effect of external communication on employee-related internal brand management outcomes remains limited. Therefore,… read more here.
Keywords: brand management; external communication; communication; internal brand ... See more keywords
Journal of Brand Management: year end review 2018
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Brand Management"
DOI: 10.1057/s41262-018-0139-8
Abstract: This is a review and reflection of various Special Issue themes published in the Journal of Brand Management during 2018. Future research avenues are also identified. Themes discussed include (1) Brands that do Good, (2)… read more here.
Keywords: brand management; management year; journal brand; brand ... See more keywords
Journal of Brand Management: year end review 2019
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DOI: 10.1057/s41262-019-00172-8
Abstract: A selection of key themes and identification of future research avenues from within the Journal of Brand Management during 2019 that included a special issue focused on (1) corporate social responsibility and brands. Three additional… read more here.
Keywords: brand management; brand; journal brand; management year ... See more keywords
“Made in China” and Chinese Brand Management Across Cultures: A New Matrix Approach
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DOI: 10.1080/08961530.2020.1731900
Abstract: Abstract This study proposes a matrix that classifies and compares key forms of intercultural branding and brand communication among Chinese companies, focusing on Chinese brands that have developed in competition with foreign suppliers and have… read more here.
Keywords: china chinese; brand management; brand communication; made china ... See more keywords
The Effect of Brand Management and Product Quality on Firm Performance: The Italian Craft Brewing Sector
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DOI: 10.1080/10454446.2014.949989
Abstract: ABSTRACT The article contributes to the limited literature on marketing strategies of microfirms operating in new niches within mature industries. The study explores the effect of brand management processes and product quality on performance of… read more here.
Keywords: brand management; brand; product quality;
Investigating international strategic brand management and export performance outcomes in the B2B context
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DOI: 10.1108/imr-02-2019-0087
Abstract: Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess… read more here.
Keywords: brand management; brand; export performance; performance ... See more keywords
Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification
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DOI: 10.1177/0047287517718354
Abstract: Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social… read more here.
Keywords: social media; brand management; social visibility; brand ... See more keywords