Urban tourism has developed into one of the most efficient and effective economic recreational activities in modern era since late second half twentieth century. Although attention to urban development is increasing, this paper indicates that no comprehensive study yet combined two subjects branding for spatial modeling. Thus, assessing potential (AUTP), a novel hybrid modeling approach combini...

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...

Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in smalland medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach – A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-man...

Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidl...