This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

To examine how the CSR activities facilitate a company’s brand-building process and useful in building its Brand Equity i.e., Firm-Based (FBBE). Methodology: For present study, responses have been elicited from sample of 69 company executives. Multi-stage sampling (method random sampling) is used study to select The collected dataset analyzed through SPSS (version 25) AMOS 24) software. Cronbac...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...

Integrating the sustainable dimension into product innovation has become a major concern for luxury brand managers. Building on consumer–brand relationship theoretical framework (Fournier, 1998) and transgression acts (Aaker, Fournier, & Brasel, 2004), this research focuses substitution innovations in sector. An experimental study (N = 536) with two brands (luxury vs. non-luxury) four types of ...

Today’s converging entertainment industry creates ‘transmedial’ brand worlds in which consumers are expected to become immersed. Integrated marketing campaigns connected to these worlds encourage various kinds of consumer productivity and invite consumers to partake in brand-building processes. Consumers, thus, are increasingly counted on to act as co-producers of contemporary entertainment. Wh...

SLOVENIA: NEW BRAND CLAIMS TO BE " NO BRAND " Earlier this year, advertisements appeared at popular tobacco stands in the capital, Ljubljana, as a new cigarette brand, called No Brand, went on sale. The ads said, " My Brand " and " Be true to yourself, there are already too many others " and apart from being seen at retail outlets, they also appeared in a widely distributed free newspaper, Dobr...

While many models describe efforts to build brand identity, none specifies the identity development for small firms facing uncertainty, such as rapidly internationalizing international new ventures. By examining four case informed by interviews and archival data spanning five years, this study identifies three states: unbranded, sporadically branded, focused branded Brand values, personality, r...

Previous research on state dependence indicates that a brand’s purchase probabilities vary over time and depend on the levels of inertia and variety seeking and on the identity of the previously purchased brand. Brand-choice probabilities obtained from models such as the logit and the probit are, however, fixed over time, conditional on the previous brand purchased and on the levels of marketin...