The dynamic, ubiquitous, and often real-time interaction enabled by social media
significantly changes the landscape for brand management. A deep understanding of this …

The study aims to summarise and classify the existing research and to better understand the
past, present, and the future state of the theory of customer experience. The main objectives …

Consumers are empowered to exert influence on brands through social networking sites
(SNSs), which make it possible for consumers to become active content creators in their …

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete
social media engagement behaviors. Findings indicate that consumer engagement …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

Research question: The sports industry has witnessed sustained growth. The cultural,
symbolic and stakeholder-embedded nature of sport provides a dynamic setting for …

Just 25 years have passed since the publication of seminal works on the strategic power of
the brand, yet, in this short time, branding has attained noted disciplinary status. Although …

Branding is often viewed as a form of ideological influence, but how brands impact ideology
has not been carefully specified. I use a genealogical study of the emergence of Jack …

It takes time to build brands and the successful path can take many avenues depending on
the product, service, category, market, the company heritage and many other factors. At one …

The original motivation for writing this text was the feeling that brand management textbooks
had rarely kept up with advances in academic brand research and practice. Those that …