In a similar way as consumers use social media to spread word-of-mouth about brands and
firms, employees perform similar activities when posting company-related content on social …

For startups, building a corporate brand in the digital age is an important strategic imperative
and today requires different brand management strategies from the traditional ones in the …

Research question: There is no published research on how the launch of an esports section
can influence the meaning of a sport brand. This research aims at finding out if and how the …

Purpose Anchored in the theories of brand gestalt and stakeholder perspectives, this study
aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing …

Branding is constantly and rapidly changing. Digital transformation and the pervasiveness of
social media platforms are forcing companies to move away from the traditional command …

Brand M&A has long been an extremely common strategy for expanding the scale of an
organization and entering new business areas, but various signs show that many brand …

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 …

Adopting a multi-stakeholder perspective on brand management, this paper discusses
different methodological approaches that allow for a cross-stakeholder evaluation of …

The advent of the digital environment is leading to ongoing removal of the brand from the
sphere of corporate control. Applying analogical mapping derived from Gentner's theory, this …

Approaches to positioning predominantly examine the input and outcome effectiveness of
certain positioning strategies. However, less is known about the positioning management …