03290nam 2200673 a 450 991081157410332120240313143059.01-78190-362-X1-283-99124-1(CKB)2550000001003930(EBL)1123416(OCoLC)828793754(SSID)ssj0000970199(PQKBManifestationID)11607457(PQKBTitleCode)TC0000970199(PQKBWorkID)11001460(PQKB)10491068(MiAaPQ)EBC1123416(Au-PeEL)EBL1123416(CaPaEBR)ebr10651494(CaONFJC)MIL430374(OCoLC)828743512(EXLCZ)99255000000100393020130207d2012 uy 0engur|n|---|||||txtccrThe challenges facing brand managers today /guest editors, Francisco Guzmán and Oriol Iglesias1st ed.[Bradford] Emerald Insight20121 online resource (105 p.)Journal of product & brand management : featuring pricing strategy & practice,1061-0421 ;v. 21, no. 6Description based upon print version of record.1-78190-361-1 Includes bibliographical references.Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspectivePrice strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviewsThis ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory and multi-experiential brand interactions. A wide variety of current issues are addressed, from the increasingly important aspect of brand impact to the long-lasting experiences that organizations seek in order to achieve brand success in the global marketplace.Journal of Product & Brand Management: Volume 21, Issue 6New productsManagementNew productsMarketingBranding (Marketing)AdvertisingBrand name productsNew productsManagement.New productsMarketing.Branding (Marketing)AdvertisingBrand name products.658.4Guzmán Francisco1124573Iglesias Oriol1632534MiAaPQMiAaPQMiAaPQBOOK9910811574103321The challenges facing brand managers today3971735UNINA