The main objective of this study is to propose a conceptual model assess whether persuasive messages can lead acceptance in the form information provided by Instagram social media opinion leaders, and, also, extent which on products and services affect brand image recommended celebrity endorsement. Communication helps managers do their jobs responsibilities. serves as basis for planning. Celebr...

This paper examines the effect of unhealthy food brand placement on children across different age groups (9, 12 and 15 year-old children). Results show that both brand awareness, and the behavioral disposition (toward junk food and McDonald's) increased when children were exposed to this marketing technique (in comparison with the control group). In the case of age, older groups (12-15) perform...

Contract manufacturers always complain the accuracy of forecasts given by brand customers. This fact induces manufacturers’ burden on preparing extra materials and reserving extra capacities. To ensure profits, contract manufacturers have to add extra number on quotations. It makes the relations between brand customers and contract manufacturers even more brittle. Therefore, well-organized comm...

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

a r t i c l e i n f o Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a rang...