The present study investigates that brand concept as an effective brand strategy substantially influences brand relationship from the perspective of fitness product brand. A survey of fitness exercise participants was conducted. For study purpose, a sample of 440 fitness exercise participants was taken from sports centers and fitness clubs in Taipei City. The study finds that brand concept has ...

With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the principles that need to underpin any brand strategy. The article then reviews the key considerations for ...

Abstract The Ludhiana knitwear industry is one of the biggest clusters of knitwear units in Asia. But it is lacking in consistent high quality image building for both domestic and international markets. An individual company's brand was just an incidental choice without any loyalty attached to it. The conventional insight is that the traditional branding is wounded and dying at the feet of inno...

According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an ...

In consumers’ eyes, not all beef is considered equal. In addition to USDA quality grades, close to 150 branded beef programs are approved for the segregation and marketing of beef products (USDA, 2015). This large number of product categories allows consumers to have a choice in the products they purchase. Blind sensory panel testing of beef, where consumers are not shown the brand or informati...

In response to Marshall Meyer (1990), who questioned Max Weber’s relevance to contemporary organization studies, Lounsbury and Carberry (2005) countered that, although Weberian scholarship in organization studies has dwindled, Weber’s theories continue to offer fertile ground to organizational researchers. To illustrate their point, Lounsbury and Carberry used Weber’s work to explain globalizat...

An emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a discussion about the limitations of existing research. It is argued that the symbolic dimension of consumption is an unexplored aspect in research on co-bra...

This research introduces a new diagnostic metric to evaluate global branding strategies: image-based “brand–country fit.” The metric measures the extent to which consumers perceive a brand image as consistent with a country image. The authors conceptualize and empirically analyze the brand–country fit for more than 1000 brands and three countries using Young & Rubicam’s Brand Asset Valuator dat...

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects...

Powerful media branding has historically facilitated successful international expansion on the part of magazine and other content forms including film and TV formats. Multi-platform expansion is now increasingly central to the strategies of media companies and, as this chapter argues, effective use of branding in order to engage audiences effectively and to secure a prominent presence across di...