Brand management /
Fink, Kaley, editor
Brand management / edited by Kaley Fink - New Delhi : Discovery Publishing House, c2025 - v, 243 pages ; 22 centimeters
Includes bibliographical references and index.
Contents: 1. The Holistic Vision of Brand Management.-- 2. Exploring the Effects of Brand Risk Management Activities on Brand Security: A Perspective from Innovation Stimulus as a Moderator.-- 3. Branding: Too often Overlooked in Disruptive Innovation and Social Purpose Arenas.-- 4. Invented Corporate Heritage Brands.-- 5. Competition Between Private Labels and National Brands in a Multichannel Retailer.-- 6. Celebrity Endorsement: Developing A Brand Image in Housing Ads.-- 7. Managing and Building B2B SME Brands: An Emerging Market Perspective.-- 8. Redefining Brand Hijacking from a Non-collaborative Brand Co-creation Perspective.-- 9. Corporate Heritage Brands, Augmented Role Identity and Costumer Satisfaction.-- 10. To be (Family): The Familiness Effect Over Brand Authenticity Posts on Social Media and Consumer Engagement Relationship.-- 11. Brand Orientation: A Systematic Literature Review and Research Agenda
978-81-19677-9
Brand name products
BCir. 658.827 / B733
Brand management / edited by Kaley Fink - New Delhi : Discovery Publishing House, c2025 - v, 243 pages ; 22 centimeters
Includes bibliographical references and index.
Contents: 1. The Holistic Vision of Brand Management.-- 2. Exploring the Effects of Brand Risk Management Activities on Brand Security: A Perspective from Innovation Stimulus as a Moderator.-- 3. Branding: Too often Overlooked in Disruptive Innovation and Social Purpose Arenas.-- 4. Invented Corporate Heritage Brands.-- 5. Competition Between Private Labels and National Brands in a Multichannel Retailer.-- 6. Celebrity Endorsement: Developing A Brand Image in Housing Ads.-- 7. Managing and Building B2B SME Brands: An Emerging Market Perspective.-- 8. Redefining Brand Hijacking from a Non-collaborative Brand Co-creation Perspective.-- 9. Corporate Heritage Brands, Augmented Role Identity and Costumer Satisfaction.-- 10. To be (Family): The Familiness Effect Over Brand Authenticity Posts on Social Media and Consumer Engagement Relationship.-- 11. Brand Orientation: A Systematic Literature Review and Research Agenda
978-81-19677-9
Brand name products
BCir. 658.827 / B733