Background. Brands are the most important source of emotional attachment with the consumer, it should be used as a vital tool for attracting and retaining customers of the organization and various sports organizations, should follow the theoretical principles related to brand management and brand loyalty and move towards strategic brand management as a superior marketing philosophy. Objectives...

City branding is a common practice adopted by many cities in the context of intensified urban competition for mobile resources, markets, opportunities and attention. This paper examines the effectiveness of efforts to brand Beijing, the capital city of China. Based on an analysis of official branding strategies through the Olympics, and an attitudinal survey of peoples’ understanding of Beijing...

brand has been considered as one of the most important intangible assets of organizations. development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. this research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed ...

BACKGROUND Alcohol warning labels have a limited effect on drinking behavior, potentially because people devote minimal attention to them. We report findings from two studies in which we measured the extent to which alcohol consumers attend to warning labels on alcohol packaging, and aimed to identify if increased attention to warning labels is associated with motivation to change drinking beha...

Due to rapid economic development and a burgeoning middle class, China has attracted consumer market competition from around the world. The market environment in China, however, is culturally complex. Juxtaposed between traditional Eastern values and Western materialism, China presents unique challenges regarding brand positioning. Within this scope of inquiry, the authors explore an important ...

Brand equity has been one of the critical areas for marketing management since it emerged. Brand equity is widely acknowledged as an index system of measuring the effectiveness of branding strategies. However, little systematic research has been done to develop model to evaluate brand equity. This study adopts the theory of fuzzy mathematics and analytic hierarchy process (AHP) to propose a fuz...

In this article we discuss the role of brands in the creation of sustainable markets. We focus on the increasing importance of ethical branding and how it might help to overcome some institutional shortcomings inherent in current market settings. We also discuss the increasing influence of brand communities and the seeming potential for a ‘democratisation’ of brand value and values. Brands are ...

In the last few decades, branding is an important part of marketing tourism destinations. Tour‑ ist destinations started to be seen as companies and use brand a way attract retain visitors. The based on perspective value creation acting differentiation strategy in increasingly competitive market. this context, study presented here sought understand how regional entity Tourism Porto Northern Por...

Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to produc...

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influ...