a r t i c l e i n f o The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from t...

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...

A brand is not a logo. A brand is not a tagline. And, in the case of place-brand, a brand is the inherent set of experiences that are understood and lived by the community. Technology has not only changed the way we communicate; it has in many ways destabilized organizational control over brands, making organic brand creation not only important, but also essential. This paper studies how social...

This paper is part of a research agenda that adopts the paradigm of co-creation to analyse the process and practice of place branding with the intention of recommending a set of principles for place branding. This particular research investigates the interactions and relationships between people and their place to identify the constructs that are interwoven into those interactions and which inf...

Co-branding, is a marketing arrangement to utilize multiple brand names on a single product or service. Basically, the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy, co-brand mergers are fre...

Hot-iron branding is painful for cattle, but little is known about the duration of or effective methods to control this pain. This work quantified pain sensitivity and healing in branded and unbranded animals. In addition, the effects of a single injection of nonsteroidal anti-inflammatory drug (NSAID) were also considered; this has been suggested as practical method of mitigating pain in the h...

branding subject in latest decades became one of the most important research priorities in marketing management domain. this research with aim of goal setting theory an internal branding try to identify effective factors on employee`s commitment and loyalty and brand performance at employee level. statistical society contains all employees at three levels: branch chairman, master operators and ...