After outlining 10 characteristics that help to define luxury branding, we identify and discuss
some of the challenges and opportunities in managing their growth tradeoffs. Particular …

Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Adopted internationally by business schools, MBA programmes and marketing practitioners
alike, The New Strategic Brand Management is simply the reference source for senior …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

The paper develops a model of destination competitiveness that will enable comparisons
between countries and between tourism sector industries. The model seeks to capture the …

This article reports the development and validation of a parsimonious, generalizable scale
that measures the hedonic and utilitarian dimensions of consumer attitudes toward product …

Adopted internationally by business schools and MBA programmes, this book is the ultimate
resource for senior strategists, positioning professionals and postgraduate students to …

The purpose of the research reported here was to test empirically a conceptualization of
brand associations that consists of three dimensions: brand image, brand attitude and …

This research aims to examine the impact of celebrity credibility on consumer‐based equity
of the endorsed brand. The mediating role of brand credibility and the moderating role of the …

Abstract Virtual Reality Spectatorship (VRS) is becoming an emerging sport media
consumption trend as it delivers such optimal experience that maximizes user satisfaction …