Journal of Brand Management
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The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour
Journal of Brand Management - Tập 15 - Trang 452-464 - 2008
This study empirically tested the effect of two brand trust dimensions, brand reliability and brand intentions, on consumers' spending in individual brands. The findings reveal much of the effect was from brand intention and confirmed customer satisfaction was an antecedent to brand trust. In addition, the findings show that brand trust effect could be significantly moderated by monetary sales pro...... hiện toàn bộ
IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns
Journal of Brand Management - Tập 11 - Trang 22-33 - 2003
This paper develops a management judgment tool to predict the effectiveness of a corporate advertising campaign (CAC). With this instrument, IMPACT, the effectiveness of CACs can be predicted by obtaining the reactions of internal stakeholders of a company towards the campaign. Using the instrument, CACs will be assessed on three criteria: creativity, professionalism and consistency. The explorato...... hiện toàn bộ
Value creation versus destruction: The relationship between consumers, marketers and financiers
Journal of Brand Management - Tập 20 - Trang 147-158 - 2012
Increasing consumer power, accelerated by the meteoric rise of social media, threatens the foundations of branding. In the wake of this affirmation featured within the Journal of Brand Management Call for Papers, the question we ask ourselves is twofold: On the one hand, how can interactions between a brand and its most enthusiastic consumers be transformed into ‘bankable’ shareholder value for in...... hiện toàn bộ
Corporate brands and corporate marketing: Emerging trends in the big five eco-system
Journal of Brand Management - Tập 23 - Trang 3-7 - 2016
Drawing on the final reflections made at the seventeenth International Corporate Identity Group Symposium (2014) at Cape Town Business School, five trends emerged from the diverse papers delivered at the symposium: assimilation, bifurcation, contextualisation, definitions and ethics. These trends reflect the richness as well as the complexity of the broad corporate marketing and corporate brand fi...... hiện toàn bộ
Luxury and counterfeiting: Issues, challenges and prospects
Journal of Brand Management - Tập 19 - Trang 541-543 - 2012
Valuing a brand
Journal of Brand Management - - 1995
Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity. A method for obtaining a holistic measure of an ...... hiện toàn bộ
For-profit or non-profit brands: Which are more effective in a cause-related marketing programme?
Journal of Brand Management - Tập 20 - Trang 218-231 - 2012
The aim of the present study is to investigate the role of awareness of for-profit versus non-profit brands in consumers’ perception of cause-related products linking two brands in a co-branding strategy. The intention is to determine which partner's brand awareness plays the most important role in improving positive perception of the cause-related programme and product in branding initiatives of ...... hiện toàn bộ
The implications of digital marketing on WeChat for luxury fashion brands in China
Journal of Brand Management - Tập 26 - Trang 395-409 - 2018
This paper examines the use of e-commerce and social media marketing within brand marketing in international luxury fashion retailers in China, focusing on their use of Chinese social media app WeChat for marketing communications and sales. A multiple case study of 15 international luxury fashion brands active on e-commerce platforms in China was conducted in 2015. Qualitative data were collected ...... hiện toàn bộ
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