By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand...

Based on a model developed by the author on interregional branding, the growing of a regional brand focusing on managing and promoting niche tourism for the Irpinia region is suggested. The paper synthesizes a variety of theories and recommendations

Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms’ branding efforts. They classify trademarks into two categories—brandidentification trademarks and brand-association trademarks—and...

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete’s on-field characteristics, attractive external a...

Since the late 1990s, self marketing and personal branding have become increasingly popular as subjects of self-improvement books, Web sites and consultancy services, especially in the USA. To date, little of this interest appears to have permeated the discipline of marketing, either in terms of formal research, textbook contents or academic curricula. This paper examines the theoretical basis ...

Reducing the extent and persuasive power of marketing unhealthy foods to children worldwide are important obesity prevention goals. Research is limited to understand how brand mascots and cartoon media characters influence children's diet. We conducted a systematic review of five electronic databases (2000-2014) to identify experimental studies that measured how food companies' mascots and ente...

We study a model where retailers endogenously engage in both brand advertising to attract loyal customers as well as informational advertising, which consists of deciding whether and what price to list on a price comparison site. We derive a symmetric subgame perfect equilibrium of the model and show that endogenous branding does not eliminate equilibrium price dispersion in online markets, alt...

This research aimed to study the market feasibility for new brand coffee house, the case study of Thailand. This study is a mixed methods research combining quantitative research and the qualitative research. Primary data 350 sets of questionnaires were distributed, and the high quality completed questionnaires of 320 sets returned. Research samples are identified as customers’ of Hi-end depart...

Abstract This research investigates the influence of brand and customer orientations on social media (SM) marketing engagement how applications SM in international affect firm performance foreign markets. The study relies a survey representative sample 245 medium large companies using branding. Performance metrics include an index (BP) market return assets (ROA). Structural equation modeling an...

BACKGROUND Patient and public involvement (PPI) is central to research and service planning. Identifying effective, meaningful ways of involvement is challenging. The cohort study 'Do specialist services for teenagers and young adults with cancer add value?' follows young people for three years, examining outcomes associated with specialist care. Participant retention in longitudinal research c...