Purpose The purpose of this study is to examine how five different multi-level governance (MLG) models affect place branding (PB) performance in Saudi Arabia. Design/methodology/approach In hierarchical administrative systems, central governments exert control on PB, influencing its effectiveness. While PB as such widely studied, the effect MLG centralized systems remains understudied. approach...

In this paper we describe the contexts in which relationship marketing has been used and in particular, focus on its usefulness in describing consumer-brand relationships. This is perhaps its most recent application and one which we believe is particularly fruitful in assisting brand managers in understanding consumer-brand relationships, for furthering academic understanding of relationship ma...

One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

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 ...