Keyword: Brand management

Found 4 papers in total
Brands and branding: research findings and future priorities
Brands and branding: research findings and future priorities
2006,
Branding has emerged as a top management priority in the last decade due to the...
Brand effects on choice and choice set formation under uncertainty
Brand effects on choice and choice set formation under uncertainty
2007,
This paper examines the effects of brand credibility, a central concept in information...
The impact of a product-harm crisis on marketing effectiveness
The impact of a product-harm crisis on marketing effectiveness
2007,
Product-harm crises are among a firm’s worst nightmares. A firm may experience...
Brand concept maps: A methodology for identifying brand association networks
Brand concept maps: A methodology for identifying brand association networks
2006,
Understanding brand equity involves identifying the network of strong, favorable, and...
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