Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS pr...

How to increase positive word-of-mouth of customers for a brand is an interesting question not only business managers but also researchers. Based on the consumer value theory, authors try consolidate hypothesis “Customer perceived value, experience influence attachment, customer satisfaction, and customers’ in context smartphones market Ho Chi Minh City”. The applied PLS-SEM (Partial Least Squa...

Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey w...

Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported fi nancial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and ...

We develop a dynamic optimal control model of a fashion designer’s challenge of maintaining brand image in the face of short-term pro…t opportunities through expanded sales that risk brand dilution in the longer-run. The key state variable is the brand’s reputation, and the key decision is sales volume. Depending on the brand’s capacity to command higher prices, one of two regimes is observed. ...

Çalışmanın amacı, marka özgünlüğünün aşkı ve algılanan değer üzerindeki etkisinin belirlenmesidir. Bu kapsamda oluşturulan araştırma modelinde özgünlüğü unsurları (süreklilik, güvenirlik, orijinallik doğallık), değişkenleri yer almaktadır. Araştırma alan değişkenler arasındaki ilişkiyi keşfedilmek amacıyla, kendilerine kolayda örneklem yoluyla çevrim içi ortamda ulaşılan Uşak ilinde yaşayan 18 ...

Store brands are the only brands for which the retailer is responsible not only for promotion, shelf placement, and pricing, but also for positioning the brand in product space. We argue that retailers strongly value control over store brand positioning because they will be unable to source a national brand with their desired product positioning. This is because retailers have an incentive to p...