Search Results
MKTG: Branding & Brand Management (Topic)

160,383 Total downloads

Viewing: 1 - 50 of 752 papers

1.

Valuation of Brands and Intellectual Capital

Number of pages: 19 Posted: 29 May 2001 Last Revised: 26 May 2019
Working Paper Series
University of Navarra - IESE Business School
Downloads 16,443
2.

From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification

International Journal of Business and Management, Vol. 4, No. 9, pp. 17-24, 2009
Number of pages: 7 Posted: 20 Nov 2011 Last Revised: 19 Aug 2014
Accepted Paper Series
University of Palermo - d/SEAS
Downloads 5,451
3.

Reviews, Reputation, and Revenue: The Case of Yelp.Com

Harvard Business School NOM Unit Working Paper No. 12-016
Number of pages: 41 Posted: 16 Sep 2011 Last Revised: 16 Mar 2016
Working Paper Series
Harvard Business School
Downloads 3,841
4.

Donald Trump and the 'Oxygen of Publicity': Branding, Social Media, and Mass Media in the 2016 Presidential Primary Elections

Paper prepared for the American Political Science Association Annual Meeting 2016
Number of pages: 27 Posted: 27 Aug 2016
Working Paper Series
Philip Merrill College of Journalism, University of Maryland and University of Maryland - Robert H. Smith School of Business
Downloads 3,294
5.

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Number of pages: 48 Posted: 30 Apr 2012 Last Revised: 31 Aug 2016
Working Paper Series
National University of Singapore (NUS), National University of Singapore (NUS) and Tsinghua University
Downloads 3,284
6.

Narrative Processing: Building Consumer Connections to Brands

Escalas, Jennifer Edson (2004), "Narrative Processing: Building Consumer Connections to Brands," Journal of Consumer Psychology, v. 14, n. 1 & 2, pp. 168-179.
Number of pages: 47 Posted: 13 Jun 2013
Accepted Paper Series
Vanderbilt University - Marketing
Downloads 3,193
7.

The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds

The International Journal of Business and Finance Research, Vol. 8 (2) pp. 27-40, 2014
Number of pages: 14 Posted: 02 Feb 2014
Accepted Paper Series
National Chin-Yi University of Technology and National Chin-Yi University of Technology
Downloads 2,491
8.

The Theoretical Separation of Brand Equity and Brand Value: Managerial Implications for Strategic Planning

Number of pages: 28 Posted: 04 Apr 2006
Working Paper Series
Robins School of Business, University of Richmond and Texas Christian University - M.J. Neeley School of Business
Downloads 2,387
9.

Deregulating Relevancy in Internet Trademark Law

Emory Law Journal, Vol. 54, 2005
Number of pages: 90 Posted: 29 Dec 2004
Accepted Paper Series
Santa Clara University - School of Law
Downloads 2,247
10.

Brand Loyalty in the U.K. Sportswear Market

International Journal of Market Research, Vol. 51, No. 4, 2009
Number of pages: 24 Posted: 02 Mar 2012
Accepted Paper Series
University of South Australia - Ehrenberg-Bass Institute
Downloads 2,241
11.

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Journal of Marketing, Forthcoming, Marshall School of Business Working Paper No. MKT 16-10
Number of pages: 52 Posted: 14 May 2010 Last Revised: 20 Nov 2012
Accepted Paper Series
University of Southern California - Marshall School of Business, University of Southern California - Marketing Department, University of Southern California - Marshall School of Business, Imperial College London and Vanderbilt University - Marketing
Downloads 2,043
12.

A Probabilistic Choice Model for Market Segmentation and Elasticity Structure

Journal of Marketing Research, Vol XXVI (November 1989), 379-390
Number of pages: 12 Posted: 24 Apr 2014
Accepted Paper Series
Rice University and University of Iowa - Henry B. Tippie College of Business
Downloads 1,997
13.

The Effect of Brand Name and Taste on Consumers' Buying Intentions: An Experimental Analysis

Number of pages: 12 Posted: 19 Jun 2001
Working Paper Series
FEA-USP and Getulio Vargas Foundation (FGV)
Downloads 1,971
14.

A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan

South Asian Journal of Management Sciences (SAJMS), Vol.5, No.1.
Number of pages: 11 Posted: 22 Oct 2010 Last Revised: 17 Feb 2011
Accepted Paper Series
Office of Research, Innovation & Commercialization - ORIC and Iqra University Research Centre - IURC
Downloads 1,848
15.

Impact of Branding Strategy on Consumer Buying Behavior

Research Journal of Arts, Management, & Social Sciences, VIII-I, (March 2013), pp. 20-27
Number of pages: 8 Posted: 08 Dec 2014 Last Revised: 28 Jan 2016
Accepted Paper Series
Banasthali University - Women's Institute for Studies in Development Oriented Management (WISDOM)
Downloads 1,780
16.

To Create a Positive Brand Image Through Corporate Social Responsibility

Number of pages: 10 Posted: 16 Jul 2014
Working Paper Series
S. B. Patil Institute of Management and Thakur Institute of Management Studies & Research, Mumbai
Downloads 1,771
17.

How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

Journal of Business Research, Vol. 65, No. 1, pp. 92-99, 2012
Number of pages: 41 Posted: 13 Feb 2013
Accepted Paper Series
Shanghai University of Finance and Economics and McGill University
Downloads 1,604
18.

An Application of David A. Aaker’s Brand Identity Planning Model - A Case Study Approach

Proceedings of 2009 International Conference on Economics, Business Management and Marketing, Singapore, October 9-11, 2009
Number of pages: 5 Posted: 15 Mar 2012
Working Paper Series
National Institute of Technology Karnataka

Multiple version iconThere are 2 versions of this paper

Downloads 1,429
19.

Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

INSEAD Working Paper No. 2009/24/MKT/ACGRD
Number of pages: 49 Posted: 21 May 2009 Last Revised: 04 Apr 2012
Working Paper Series
INSEAD, University of Pennsylvania - Marketing Department, Perception Research Services and University of Pennsylvania - Marketing Department
Downloads 1,415
20.

Social Media Intelligence: Measuring Brand Sentiment from Online Conversations

Number of pages: 37 Posted: 29 Jun 2011 Last Revised: 22 Jun 2014
Working Paper Series
McDonough School of Business, Georgetown University, University of Maryland - Robert H. Smith School of Business and SocialMediaGovernance.com
Downloads 1,337
21.

Super Brands

Number of pages: 15 Posted: 15 Sep 2013
Working Paper Series
Vivin Consultants
Downloads 1,263
22.

Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach

Number of pages: 10 Posted: 30 Jan 2012
Working Paper Series
Athens University of Economics and Business - Department of Business Administration
Downloads 1,252
23.

On Brands and Word-of-Mouth

Number of pages: 48 Posted: 06 Dec 2011
Working Paper Series
Leon Recanati Graduate School of Business Administration, Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship and Simon School of Business – University of Rochester
Downloads 1,205
24.

Brand Capital and Firm Value

Fisher College of Business Working Paper No. 2013-03-04, Charles A. Dice Center Working Paper No. 2013-04
Number of pages: 51 Posted: 09 Apr 2011 Last Revised: 27 Mar 2013
Working Paper Series
University of Minnesota, University of Minnesota and INSEAD
Downloads 1,181
25.

The Influence of Product Variety on Brand Perception and Choice

Stanford University Graduate School of Business Research Paper No. 1938
Number of pages: 41 Posted: 14 Jun 2006
Working Paper Series
University of Pennsylvania - Marketing Department, Drexel University and Stanford Graduate School of Business
Downloads 1,153
26.

Resistance to Brand Switching When a Radically New Brand is Introduced: A Social Identity Theory Perspective

Journal of Marketing, Forthcoming
Number of pages: 58 Posted: 06 Apr 2010 Last Revised: 02 Jun 2010
Accepted Paper Series
University of Georgia - Department of Marketing, University of Houston - C.T. Bauer College of Business, University of Houston - Bauer College of Business and Vlerick Leuven Ghent Management School
Downloads 1,089
27.

Brands as Relationship Partners: Warmth, Competence, and In-Between

Journal of Consumer Psychology, Forthcoming, Boston U. School of Management Research Paper No. 2011-19
Number of pages: 32 Posted: 21 Nov 2011 Last Revised: 27 Mar 2012
Working Paper Series
Boston University and Boston University
Downloads 1,027
28.

The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude

International Journal of Advertising, Forthcoming
Number of pages: 44 Posted: 15 Nov 2012
Accepted Paper Series
University of Bath - School of Management and Columbia Business School - International Business
Downloads 1,017
29.

Parody as Brand

Stanford Public Law Working Paper No. 2170498
Number of pages: 41 Posted: 03 Nov 2012 Last Revised: 20 Dec 2013
Working Paper Series
Boston University - School of Law and Stanford Law School
Downloads 1,003
30.

Evaluate the Factors Affecting Brand Equity from the Perspective of Customers Using Aaker's Model

Number of pages: 12 Posted: 16 Oct 2011
Working Paper Series
Azad University of Rasht and affiliation not provided to SSRN
Downloads 985
31.

Visual Listening In: Extracting Brand Image Portrayed on Social Media

Number of pages: 50 Posted: 06 Jun 2017 Last Revised: 08 Mar 2019
Working Paper Series
University of Colorado at Boulder - Leeds School of Business, New economic school and University of Washington
Downloads 946
32.

The Impact of Brand and Category Characteristics on Consumer Stock-Out Reactions

ERIM Report Series Reference No. ERS-2002-106-MKT
Number of pages: 46 Posted: 18 Jan 2003
Working Paper Series
Erasmus University Rotterdam (EUR) - Erasmus Food Management Institute, University of Groningen - Department of Marketing & Marketing Research and Erasmus University Rotterdam (EUR) - Department of Econometrics
Downloads 909
33.

The New Business Significance of Branding

Number of pages: 17 Posted: 20 Mar 2002
Working Paper Series
Federal Communications Commission
Downloads 904
34.

Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources

Number of pages: 47 Posted: 29 Mar 2006
Working Paper Series
Robins School of Business, University of Richmond and Texas Christian University - M.J. Neeley School of Business
Downloads 900
35.
Downloads 798
36.

The Uninvited Brand

Boston University School of Management Research Paper No. 2010-32
Number of pages: 41 Posted: 22 Nov 2011
Working Paper Series
Boston University and Harvard Business School
Downloads 787
37.

Do Brands Compete or Coexist? Evidence from the Cola Wars

Kilts Center for Marketing at Chicago Booth – Nielsen Dataset Paper Series 2-051,
Number of pages: 35 Posted: 17 May 2016 Last Revised: 28 Aug 2016
Working Paper Series
Emory University, Goizueta Business School, Students and Emory University - Department of Marketing
Downloads 751
38.

What Your Hr Department Can Learn from Fedex: The Power of a Strong Brand

IHRIM.link, December 2002/January 2003
Number of pages: 5 Posted: 20 Jul 2003
Accepted Paper Series
Benson Brand Strategy and Sapient's Supply Chain Service Line
Downloads 745
39.

'Made in Italy' in China: From Country of Origin to Country Concept Branding

The Icfai Journal of Brand Management, Vol. VI, Nos. 3 & 4, pp. 63-74, September & December 2009
Number of pages: 13 Posted: 06 Jan 2010 Last Revised: 16 Jun 2010
Accepted Paper Series
Benedictine College School of Business
Downloads 728
40.

How Package Design and Packaged-Based Marketing Claims Lead to Overeating

INSEAD Working Paper No. 2012/61/MKT
Number of pages: 41 Posted: 13 Jun 2012
Working Paper Series
INSEAD
Downloads 721
41.

The Added Value of Corporate Brands

ERIM Report Series Reference No. ERS-2002-43-ORG
Number of pages: 45 Posted: 18 Feb 2003
Working Paper Series
Erasmus Research Institute of Management (ERIM), Erasmus Research Institute of Management (ERIM) and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 709
43.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Journal of Consumer Research, Vol. 24, March 1998
Number of pages: 32 Posted: 11 Dec 2013
Accepted Paper Series
Boston University
Downloads 687
44.

A Brand Theory of Trademark Law

Florida Law Review, Vol. 64, No. 4, p. 981, 2012, Thomas Jefferson School of Law Research Paper No. 1585327
Number of pages: 60 Posted: 06 Apr 2010 Last Revised: 28 Oct 2015
Working Paper Series
Georgia Institute of Technology - Scheller College of Business

Multiple version iconThere are 2 versions of this paper

Downloads 671
45.

A Study on Brand Consciousness Among Children and its Effect on Family Buying Behaviour in Bangalore City

Number of pages: 20 Posted: 27 Feb 2014
Working Paper Series
Christ (Deemed to be University)
Downloads 646
46.

Tourism Destination Brand Identity: The Case of Slovenia

Journal of Brand Management, 2008, vol. 15, no. 3, pp. 177-189
Number of pages: 13 Posted: 18 Mar 2013
Accepted Paper Series
University of Ljubljana - Faculty of Economics and Erasmus University Rotterdam (EUR)
Downloads 642
47.

Attachment–Aversion (AA) Model of Customer–Brand Relationships

Journal of Consumer Psychology 23, 2 (2013) 229–248,
Number of pages: 20 Posted: 23 May 2014
Accepted Paper Series
University of Southern California - Marshall School of Business, Imperial College London and City University of Hong Kong
Downloads 579
48.

Co-Creation in Branding Through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns

Proceedings of Twentieth Americas Conference on Information Systems, Savannah, Georgia, 2014
Number of pages: 16 Posted: 13 Jun 2014
Accepted Paper Series
University of Newcastle and University of London - Birkbeck College
Downloads 576
49.

The Process of Global Brand Strategy Development and Regional Implementation

International Journal of Reserach in Marketing, Volume 29, issue 1, Special Global Branding Issue
Number of pages: 23 Posted: 01 May 2012
Accepted Paper Series
Monash University and affiliation not provided to SSRN
Downloads 575
50.

Celebrity Endorsements and Brand Personality

IIM Bangalore Research Paper No. 289
Number of pages: 31 Posted: 10 Sep 2012
Working Paper Series
The Icfai Institute for Management Teachers and Indian Institute of Management (IIMB), Bangalore
Downloads 572