The purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in...

OBJECTIVE To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). DESIGN Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade p...

Purpose of Paper This article investigates components/factors that influence stakeholders’ perception of a professional sports team brand and how these components can generate brand equity for a professional sports team. Theoretical Background Utilising the work of Gladden et al. (1998) and their initial conceptual framework, the paper develops a brand equity conceptual framework applicable to ...

This paper aims to study the effect of corporate social responsibility (CSR) on brand image and equity its impact consumer satisfaction. The follows a quantitative methodology, using implementation an online questionnaire distributed people who bought, during pandemic, product that used CSR action. Subsequently, data were analyzed through Smart PLS, following Structural Equation Model. It was p...

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...