Search Results

1 - 10 of 1,765 items :

Clear All
The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands

References Aaker, D. A. & Joachimsthaler, E. (2000). Brand Leadership . The Free Press. Aaker, D. A. (1991). Managing brand Strategy . The Free Press. Aaker, D. A. (1996). Building Strong Brands . The Free Press. American marketing association. (2011). Marketing Power . Retrieved November 18, 2011 from http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B Bradz (2009). Welcome to the fifth Anual BrandZ Top 100 Most Valuable Global Brands Rating . Retrieved

Open access
Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy

References 1. Aaker, D.A.; Joachimsthaler, E. (2000). Brand Leadership. New York. The Free Press. 2. Aghdaie, S.F.A.; Dolatabadi, H.R.; Aliabadi, V.S. (2012). An Analysis of Impact of Brand Credibility and Perceived Quality on Consumers’ Evaluations of Brand Alliance. International Journal of Marketing Studies, 4 (2), 93-102. 3. Ahn, H.; Sung, Y. (2012). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal of Brand Management, 19 (5), 414-424. 4. Anderson, J

Open access
Managing loyalty through brand image, judgement and feelings for leveraging power brands

References Aaker, D.A. (1991), Managing brand equity: capitalizing on the value of a brand name , The Free Press, New York. Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company identification: expanding the role of relationship marketing”, Journal of Applied Psychology , Vol. 90, No. 3, pp. 574-585. Barone, M.J. and Miniard, P.W. (2002), “Mood and brand extension judgments: Asymmetric effects for desirable versus undesirable brands”, Journal of Consumer Psychology , Vol. 12, No. 4, pp. 283

Open access
Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand

References Ahuvia, A., Bagozzi, R.P. and Batra, R. (2014). Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters , 25 (2), pp. 235–243. Ahuvia, A.C. (2005). Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research , 32 (1), pp. 171–184. Albert, N. and Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing , 30 (3), pp. 258–266. Baumann, C., Hamin, H. and Chong, A. (2015). The role of brand exposure and

Open access
The congruency between self and brand

References [1] Arnould, Eric J., & Price, Linda L. (1993). River Magic: Extraordinary Experience and the Extended Service Encounter. Journal of Consumer Research , pp. 24-45. [2] Brakus, J. Josko., Schmitt, Bernd H., &Zarantonello, Lia. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty ? Journal of Marketing , pp. 52–68. [3] Chaplin, Lan Nguyen.,& John, Deborah Roedder. (2005). The Development of Self-Brand Connections in Children and Adolescents. Journal Of Consumer Research , pp. 119-129. [4] Chaudhuri

Open access
Company's Brand -- An Influence Factor For Sustainable Success

REFERENCES 1. Aaker, D.A., Managing Brand Equity , Free Press, New York, (1991) 2. Srivastava, R., Schocker, A.D., Brand Equity: A Pespective on Its Meaning and Measurement, Marketing Science Institute , MSI Report no. 91-124, Cambridge, MA, (1991) 3. Keller, K.L., Strategic Brand Management , 2nd edition, Prentice Hall, NJ, (2003) 4. Smith, R., Balanced Scorecard, Using Processes as Strategic Drivers , John Wiley & Sons, (2007) 5. Kotler, P., Pfoertsch, W., 2011, Business-to-Business Brand Management , Brandbuilders Grup, (2011) 6. Ambler, T

Open access
Building Scientific Institution’s Brand with Online Instruments

References 1. Altkorn, J. (2002). Kształtowanie rynkowego obrazu firmy. Kraków: Wydawnictwo Akademii Ekonomicznej. 2. Chen, H.C., Green, R.D. (2009). Marketing mix and branding: competitive hypermarket strategies. International Journal of Management and Marketing Research, Vol. 2, No 1, s. 22. 3. Dolak, D. (2008). Building a strong brand: Brands and Branding Basics. Retrieved November, dostęp: http://www.davedolak.com/articles/dolak4.htm 4. Królewski, J. (2013) (ed.), E-marketing. Współczesne

Open access
The impact of brand image fit on attitude towards a brand alliance

References Anderson, N.H. (1981), “Foundations of Information Integration Theory”, The American Journal of Psychology, Vol. 95, No. 4, pp. 708-711. Aaker, D.A., and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing , Vol. 54, No. 1, pp. 27–41. Aaker, D.A. (1996),“Measuring brand equity across products and markets”, California Management Review , Vol. 38, No. 3, pp. 102–120. Austin, J.R., Siguaw, J.A., Matilla, A.S. (2003), “A re-examination of the generalizability of the Aaker brand personality

Open access
Developing a City Brand

References Anholt, S. (2008). Place branding: Is it marketing or isn’t it?. Place Branding and Public Diplomacy, 4 (1), 1. Springer. Ashworth, G. J., & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning . London, UK: Belhaven Press, 356 p. Bakštys, A. (2018) . Miestų prekių ženklai – vizitinė kortelė pasauliui . Delfi publishers. https://www.delfi.lt/m360/naujausi-straipsniai/miestu-prekiu-zenklai-vizitine-kortele-pasauliui.d?id=78134771 . Braun, E., Eshuis, J., & Klijn, E-H. (2014). The

Open access
Linear Model for Brand Portfolio Optimization

References Aaker, D. A. (1996). Measuring brand equity across products and markets.California Management Review, 38(3), 102–120. Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum:The key to the brand architecture challenge. California Management Review, 42(4), 8-23. Åsberg, P. (2015). Perceived brand portfolios: How individual views hamper efficiency. The Journal of Product and Brand Management, 24(6), 610–620. Chailan, C. (2008). Brands portfolios and competitive advantage: An empirical study.Journal of Product

Open access