Celebrities and brands have been perceived to be more powerful in the consumer-celebrity-
brand relationship. Of late, this power balance has been reversed with the presence of …

When new products are announced, stakeholders often expect them to be congruent with
the brand. Nevertheless, brands often go against stakeholders' expectations and announce …

Purpose The purpose of this paper is to empirically assess the impact of branding strategies
on horizontal and downward line extensions of French luxury brands in a cross-national …

Este artículo de reflexión presenta una visión de potencial del marketing y de la
aplicabilidad de una de sus herramientas, llamada branding. En este se hace una reseña …

Self-branding–which reflects how an individual wants to be perceived by employers,
potential employers, clients, professional peers, and others in a way that will enhance their …

Traditional research in brand architecture has primarily focused on bipolar, structural models
describing brand constellations viewed from the brand owner's angle of incidence. This …

Food and beverage industry, among leisure industries in service industry, appears the fi
ercest competition in past years. In face of the violent competition in the market, food and …

According to a global consortium of marketing associations, the term “brand” is defined as a
“name, term, design, symbol, or any other feature that identifies one seller's good or service …

Purpose–The purpose of this paper is to investigate the perceived content and structure of a
brand portfolio, which may differ between individuals, by mapping the brand portfolio of two …

Purpose–The purpose of this paper is to explore the adoption of major exhibitions, often
called blockbusters, as a sub-branding strategy for art museums. Focusing the experience …