Relevant bibliographies by topics / BRAND MANAGEMENT EFFECTIVENESS

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'BRAND MANAGEMENT EFFECTIVENESS'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "BRAND MANAGEMENT EFFECTIVENESS"

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Sugiarto, Catur, and Pram Suryanadi. "Effectiveness of Brand Management Key Elements in Forming Consumer Loyalty." Sebelas Maret Business Review 4, no. 1 (2019): 47. http://dx.doi.org/10.20961/smbr.v4i1.36102.

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The competitive strength of companies in the current era of global trade is largely determined by the company's ability to manage their brands. The implementation of an effective brand management strategy was proven to have an impact on the formation of competitive advantage through a form of commitment and customer loyalty to the company's brand. This study aims to examine the role of key elements of brand management in shaping customer loyalty. The quantitative study was conducted in order to investigate the effect of brand innovativeness, brand customer orientation, brand self-relevance, an
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Won, June, and J. Lucy Lee. "The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation." International Journal of Sports Marketing and Sponsorship 21, no. 2 (2020): 285–303. http://dx.doi.org/10.1108/ijsms-09-2019-0100.

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PurposeThe purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.Design/methodology/approachThe research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorse
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Fong Yee Chan, Fanny. "The perceived effectiveness of overt versus covert promotions." Journal of Product & Brand Management 29, no. 3 (2019): 321–34. http://dx.doi.org/10.1108/jpbm-06-2018-1912.

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Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full fact
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Srivastava, Rajesh. "Measuring the effectiveness of the communication strategy by using Brand Score Technique - a practitioner Study." Measuring Business Excellence 20, no. 3 (2016): 26–41. http://dx.doi.org/10.1108/mbe-07-2014-0025.

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Purpose The purpose of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purposes of the study. Design/methodology/approach In the study of brands, 120 respondents participated in dish-washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions. Findings The report finds that brand score is an indicator of how effective a brand is. Higher brand equity helps in gettin
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Srivastava, Rajesh. "Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study." Journal of Asia Business Studies 9, no. 2 (2015): 133–46. http://dx.doi.org/10.1108/jabs-07-2014-0051.

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Purpose – The aim of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purpose of the study. Design/methodology/approach – One hundred twenty respondents participated in the study of brands in dish washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions. Findings – The report finds that brand score is an indicator of how effective a brand is. Higher brand equity
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Joo, Bo Ra, and Hye-Young Kim. "Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (2021): 606–24. http://dx.doi.org/10.1108/jfmm-06-2019-0135.

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PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was
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Park, C. Whan, Sung Youl Jun, and Allan D. Shocker. "Composite Branding Alliances: An Investigation of Extension and Feedback Effects." Journal of Marketing Research 33, no. 4 (1996): 453–66. http://dx.doi.org/10.1177/002224379603300407.

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The authors report two studies investigating the effectiveness of a composite brand in a brand extension context. In composite brand extension, a combination of two existing brand names in different positions as header and modifier is used as the brand name for a new product (e.g., Slim-Fast chocolate cakemix by Godiva). The results of both studies reveal that by combining two brands with complementary attribute levels, a composite brand extension appears to have a better attribute profile than a direct extension of the header brand (Study 1) and has a better attribute profile when it consists
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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez, and Bashar S. Gammoh. "Corporate brands as brand allies." Journal of Product & Brand Management 27, no. 1 (2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.

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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a pro
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Danaher, Peter J., Tracey S. Danaher, Michael Stanley Smith, and Ruben Loaiza-Maya. "Advertising Effectiveness for Multiple Retailer-Brands in a Multimedia and Multichannel Environment." Journal of Marketing Research 57, no. 3 (2020): 445–67. http://dx.doi.org/10.1177/0022243720910104.

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An important aspect of multimedia advertising effectiveness that remains unexplored is a customer-level analysis of the relative importance of each medium for multiple retailer-brands within a product category. The increasing availability of customer databases for parent companies containing multimedia ad exposures, sales transactions in several purchase channels, and information across multiple retailer-brands now allows for a broader examination of advertising effectiveness. In this research, the authors monitor 4,000 customers over two years, linking their exposure to three media (email, ca
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Yang, Deli, and Gerald E. Fryxell. "Brand Positioning and Anti-counterfeiting Effectiveness." Management International Review 49, no. 6 (2009): 759–79. http://dx.doi.org/10.1007/s11575-009-0019-2.

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Dissertations / Theses on the topic "BRAND MANAGEMENT EFFECTIVENESS"

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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Житникова, А. А., та A. A. Zhitnikova. "Разработка маркетингового инструментария управления брендом : магистерская диссертация". Master's thesis, б. и, 2020. http://hdl.handle.net/10995/87646.

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Тема диссертации «Разработка маркетингового инструментария управления брендом». В главе 1 были изучены теоретические основы управления брендом, а именно: трактовки, сущность и характеристики бренда, коммуникационная деятельность в маркетинге. Разработан инструментарий управления брендом, учитывающий особенности жизненного цикла бренда и специфических цели и задачи, решаемые на каждом конкретном этапе жизненного цикла. Глава 2 содержит в себе анализ маркетинговой деятельности предприятия ООО «Гесс? СиАйЭс». В главе 2 были применены практические инструменты и методики анализа, такие как SWOT-ана
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Nierobisch, Tim Nicolas [Verfasser], Waldemar [Akademischer Betreuer] [Gutachter] Toporowski, Yasemin [Gutachter] Boztuğ, and Till [Gutachter] Dannewald. "Assessing Flagship Store Effectiveness : Updating Brand Experience and Its Consequences by Using the Example of two National Brands in the Fast-Moving Consumer Goods Industry / Tim Nicolas Nierobisch ; Gutachter: Waldemar Toporowski, Yasemin Boztug, Till Dannewald ; Betreuer: Waldemar Toporowski." Göttingen : Niedersächsische Staats- und Universitätsbibliothek Göttingen, 2017. http://d-nb.info/1130868443/34.

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Nierobisch, Tim Nicolas Verfasser], Waldemar [Akademischer Betreuer] [Toporowski, Yasemin Gutachter] Boztuğ, and Till [Gutachter] [Dannewald. "Assessing Flagship Store Effectiveness : Updating Brand Experience and Its Consequences by Using the Example of two National Brands in the Fast-Moving Consumer Goods Industry / Tim Nicolas Nierobisch ; Gutachter: Waldemar Toporowski, Yasemin Boztug, Till Dannewald ; Betreuer: Waldemar Toporowski." Göttingen : Niedersächsische Staats- und Universitätsbibliothek Göttingen, 2017. http://nbn-resolving.de/urn:nbn:de:gbv:7-11858/00-1735-0000-0023-3E23-1-6.

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蘇倖達. "Customer Relationship Management and Loyalty：Issues of IT Application, Brand Image and Access Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/49135261108374889643.

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碩士<br>元智大學<br>企業管理學系<br>92<br>In this fierce competitive business environment, customers face a lot of options of brands and access channels, thus how enterprises enhance customer relationship management to attract high-contribution customers and then raise their customer loyalty has become the focus to businesses. Information technology (IT) is the key successful factor to implement CRM well. CRM can be seen as IT-based solution using collecting and analyzing customers’ data to practice. Companies who implements CRM effectively not only can increase new customers, avoid customers losing, but
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Ma, Hui-Chi, and 馬惠祺. "A Study of Relationship between the Brand Management and the School Effectiveness of Elementary Schools." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/65529976304764890274.

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碩士<br>國立屏東師範學院<br>教育行政研究所<br>93<br>A Study of Relationship between the Brand Management and the School Effectiveness of Elementary Schools Abstract The purpose of the study is to explore the actual condition of the brand management and the school effectiveness of elementary schools, and to analyze the relationship between the brand management and the school effectiveness. The literature exam and questionnaire survey were utilized to acquire needed data. In the first place, literature exam compassed research findings from not only domestic but also abroad theories and practices concerning
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Cheng, Chieh-Ling, and 鄭潔舲. "A Study of the Effects of Professional Ability, Emotional Management, Pagean Organization Brand Image on Training Effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/24318880217499369890.

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碩士<br>崑山科技大學<br>企業管理研究所<br>105<br>This study focus on beauty pageant candidate in Taiwan. First, the study uses observational method to understand the environment and cultural background of the pageant activities. The study utilizes the in depth interviews of the two related personals within the qualitative research. The two personals are the experts in the pageants circles, and the experienced beauty pageant candidate. They provide different angles, to view the professional ability, emotional management, pageant brand image and training effectiveness. We then utilize the questionnaire method.
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Luz, Maria Cristina Martins da. "The Brand Whole: o contributo da publicidade para a integralidade da marca." Doctoral thesis, 2007. http://hdl.handle.net/10071/2546.

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JEL codes: M31 e M37<br>A publicidade será porventura um dos temas mais estudados no âmbito das ciências da gestão. Não obstante, mercê da sua amplitude, complexidade e contínua evolução, continua a ser um dos mais desconhecidos. Feita a ressalva, é razoável investigar o sucesso da publicidade, por forma senão a assegurar o seu êxito a priori, a explicá-lo a posteriori, retirando ensinamentos para o futuro. Porque o êxito da publicidade se mede na sua capacidade de influenciar o sucesso das marcas, o primeiro objectivo desta investigação consiste no desenvolvimento de um modelo de marca susc
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Von, Wielligh Madelein Heila Magdalena. "Scientist's leadership style in a scientific organization." 2006. http://hdl.handle.net/10500/204.

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The Council for Geoscience (CGS) is one of the National Science Councils of South Africa and is the legal successor to the Geological Survey of South Africa. The total staff complements numbered 291 as of March 2006, consisting of four executive managers, 18 unit managers, 124 professionals, 84 technicians, 41 administrative personnel, 17 unskilled labourers 3 skilled workers. The strength of the CGS is manifested in its core of competent geoscience and technical staff. The primary business of the CGS is science; therefore scientists, apart from human resources, finance and procurement,
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Morokane, Matjie Pride. "Drivers of employee propensity to endorse their employer’s brands." Diss., 2014. http://hdl.handle.net/2263/43966.

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Employees are important endorsers and gatekeepers to authentic conversations brands want to have with their consumers. This research focuses on predictors of employee endorsement. The purpose of the study was to investigate how internal marketing, internal engagement and perceived external prestige influence employees’ propensity to engage in positive word-of-mouth conversations about their company’s brands to their families, friends and close networks. Although the concept of word-ofmouth has received a lot of attention from researchers and practitioners alike, few studies have focused on the
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Books on the topic "BRAND MANAGEMENT EFFECTIVENESS"

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The brand chartering handbook: How brand organizations learn "living scripts". Economist Intelligence Unit, 1996.

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1939-, Haywood Roger, and Chartered Institute of Marketing, eds. Corporate reputation, the brand & the bottom line: Powerful proven communication strategies for maximizing value. 3rd ed. Kogan Page, 2005.

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Corporate reputation: Managing opportunities and threats. Ashgate Publishing Company, 2011.

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Brand and talent. 2014.

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Haywood, Roger. Corporate Reputation, the Brand & the Bottom Line: Powerful, Proven Communications Strategies for Maximizing Value. 3rd ed. Kogan Page, 2005.

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author, Emerick Susan F., ed. The most powerful brand on earth: How to transform teams, empower employees, integrate partners and mobilize customers to beat the competition in digital and social media. 2014.

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Book chapters on the topic "BRAND MANAGEMENT EFFECTIVENESS"

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Varnali, Kaan, and Vehbi Gorgulu. "Determinants of Brand Recall in Social Networking Sites." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-1686-6.ch007.

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This research aims to contribute to the understanding of how brand impressions in social networking sites influence brand recall. Further, the relationship between the built-in metrics offered by social networking sites and brand recall are also examined to assess the validity of these metrics as measures of advertising effectiveness. Results indicate a positive relationship between brand recall and self-brand congruence, tie-strength with, trust toward, and perceived popularity of the profile associated with the post, and clicking a link embedded in the post / ad in which the brand appears. On the other hand, there is not a significant difference between the levels of brand involvement, homophily with the profile associated with the post / ad, like-count, and four types of built-in user-interaction options including liking, sharing, posting a comment and tagging among the brands that were successfully retrieved from the memory and those were not.
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Falcone, Paola. "The Creation and Management of Online Brand Communities." In Cyber Behavior. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5942-1.ch008.

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Online brand communities are a specific type of virtual community, which gather admirers and consumers of a given brand on the web. Their captivating nature, plus their marketing effectiveness compared to their costs are attracting the interest of both researchers and marketing/brand managers. This chapter intends to identify, describe and analyse the main issues concerning their creation and effective management.
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Erguncu, Selin, and Gokhan Yildirim. "How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6242-1.ch003.

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This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand's spot in the consumers' consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the “compromised choice” due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.
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Koch, Stefan, and Asli Dikmen. "Does Successful Social Media Marketing Affect Brand Value?" In Social Media Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch020.

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Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.
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Bowen, Gordon, and Richard Bowen. "Brand Trust in Offline and Online Environments." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6595-8.ch003.

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Social media operates in the online environment, and the challenge is to enhance the end-user experience. The chapter asserts that the consumer experience and behaviour in the online (e.g. e-commerce) and offline environments have some commonality with social media. Building a successful brand online is a prerequisite for success, but fundamental to trusting brand beliefs is the ability to create trust and by extension commitment. The trust-commitment relationship is fundamental to brand building and to influence end-user intentional behaviour. This relationship is enhanced by physical means (website design [aesthetics], website functionality [privacy and security]); although these are important factors alone, they do not guarantee a pleasant online experience. Online firms like social media need to create social interaction on the website to communicate affective involvement. Online effectiveness leads to positive behavioural intention and continual repeat usage via attitudinal formation.
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Nasır, Süphan, and Esra Bal. "Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0282-1.ch011.

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The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.
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Erguncu, Selin, and Gokhan Yildirim. "How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets." In Marketing and Consumer Behavior. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch033.

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This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand's spot in the consumers' consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the “compromised choice” due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.
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Lu, Qiang (Steven), and Zhen Yi Seah. "Social Media Influencers and Consumer Online Engagement Management." In Social Media for Knowledge Management Applications in Modern Organizations. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2897-5.ch004.

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With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.
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Almeida, Sofia, Yvonne Ivanescu, and Ana Cláudia Campos. "Creating an Online Brand Identity." In Impact of New Media in Tourism. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7095-1.ch004.

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Content generation in the age of the internet of things has been transforming tourism businesses' digital strategies. Despite changes observed in the business environment following the continuous importance of consumers' role in the creation of content, hotels have to pay attention to the creation of their own content as it will influence visibility and relationship with customers. Information and communication technologies (ICT) are increasingly critical for the management and marketing of the hotel sector. This research aims at exploring the influence of generated content in the effectiveness of hotel brand identity creation. A case study was conducted on The Hotel, a luxury hotel located in Brussels, as a way to discuss the importance of the application of digital strategies in building hotel brand identity using a co-creation approach to the process. The chapter also highlights the tools used to communicate the identity and the resulting impacts on the performance of The Hotel.
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Yang, Kenneth C. C., and Yowei Kang. "Narrative Adverting and Multi-Platform Storytelling." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch016.

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Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video advertising have allowed advertisers and marketers to tell longer brand stories. Scholars have attempted to explain the effectiveness of narrative advertising and storytelling execution through narrative transportation or self-referencing perspective. This chapter employs a combination of critical literature review and a case study approach. This book chapter provides an assessment of current practices and theoretical explorations in narrative advertising. The authors conclude this chapter by providing two best practices in narrative advertising to explain this popular advertising practice and explore its implications for the advertising and marketing communications industry.
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Conference papers on the topic "BRAND MANAGEMENT EFFECTIVENESS"

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Kumar, Anvita, and George Balabanis. "BRAND PLACEMENT EFFECTIVENESS: EXPLORING THE ROLE OF POSITIVE EMOTIONS AND IMPLICIT ATTITUDES." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.01.

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Lin, Ying-Ching, and Kai-Yu Wang. "CONSUMER LOCAL-GLOBAL IDENTITY, BRAND ORIGIN, AND CODE-SWITCHED AD EFFECTIVENESS AMONG MONOLINGUALS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.08.04.

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Priskila, Tisia. "The Effectiveness of Social Media and Online Marketing in Promoting Indonesian Tourism: Case of Wonderful Indonesia Brand." In International Conference on Entrepreneurship and Business Management (ICEBM) Untar. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0008490401910196.

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Suwandee, Sasithorn, and Aurathai Lertwannawit. "THE ROLE OF CUSTOMER BRAND COMMITMENT IN THE EFFECTIVENESS OF CRISIS RESPONSE STRATEGIES IN SOCIAL MEDIA: REVIEW OF EMPIRICAL EVIDENCE." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.02.02.

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You might also be interested in the extended bibliographies on the topic 'BRAND MANAGEMENT EFFECTIVENESS' for particular source types:
Journal articles
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