Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are
It is widely recognised that employees play a crucial role in services brand management. To date, empirical studies testing the relevance of brand identity management from the employees’
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a
The purpose of this research is to investigate how brand managers conceptualise brands as complex phenomena based on in-depth interviews with 20 brand managers across a range of industries and types
We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return
