The impact of brand value on brand competitiveness
The role of brand value in driving brand competitiveness has recently received attention
from marketing scholars like Winzar, Baumann, and Chu (2018). From the perspectives of …
from marketing scholars like Winzar, Baumann, and Chu (2018). From the perspectives of …
Market orientation, positioning strategy and brand performance
As the importance of B2B branding increases, literature has received considerable attention
in the recent years. An underexplored area in B2B branding revolves around brand …
in the recent years. An underexplored area in B2B branding revolves around brand …
Determinants of brand performance: The role of internal branding
The importance of internal branding is growing in both academia and practice. However,
little attention has been directed toward identifying the organizational antecedents and …
little attention has been directed toward identifying the organizational antecedents and …
[HTML][HTML] Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure
This study aims to investigate the interaction effects of marketing and R&D expenditure on
brand competitiveness based on performance indicators. While many studies have …
brand competitiveness based on performance indicators. While many studies have …
Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan
RF Gul, D Liu, K Jamil, SA Baig, FH Awan, M Liu - Fashion and Textiles, 2021 - Springer
The study explores the importance of market orientation strategy to enhance brand
performance and the mediating role of positioning strategies. The researcher used …
performance and the mediating role of positioning strategies. The researcher used …
Market orientation, brand management processes and brand performance
Purpose The purpose of this study is to investigate the manner in which market orientation
types facilitate the development of brand management processes (strategic brand …
types facilitate the development of brand management processes (strategic brand …
Brand as promise
VR Bhargava, S Bedi - Journal of Business Ethics, 2022 - Springer
Brands are widely regarded as a constellation of shared associations surrounding a
company and its offerings. On the traditional view of brands, these associations are …
company and its offerings. On the traditional view of brands, these associations are …
The brand, the persona and the algorithm: how datafication is reconfiguring marketing work☆
Evidence suggests that datafication is bringing a potentially profound yet poorly understood
transformation of marketing work. Most companies still struggle to adapt to the data deluge …
transformation of marketing work. Most companies still struggle to adapt to the data deluge …
A study of the antecedents of slogan liking
A slogan is an integral component of a brand's advertising platform that helps shape its
identity and define its positioning. While prior literature has focused on the recall of slogans …
identity and define its positioning. While prior literature has focused on the recall of slogans …
Lessons from nearly a century of the brand management system
Purpose The purpose of this study is to perform a historical analysis of the brand
management system (BMS) to understand why and how, over the past century, the BMS has …
management system (BMS) to understand why and how, over the past century, the BMS has …