4 Ergebnisse.

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Learn how to build, develop and manage brands with this applied textbook which also explores the latest developments in digital branding, brand crisis and brands' responsibility.

Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.

Products in fast moving consumer goods categories come as different variants such as pack-sizes, pack-types, flavours, forms, formulae, etc. These variants are functionally highly differentiated from each other, often each based on a specific attribute. This research study empirically examined whether these functional differences affect customer loyalty for the variants of products. A number of market performance measures were used to assess t...