Brand Management and Place Branding Study

The assignment is a comprehensive study on brand management and place branding. It covers various aspects such as customer-brand engagement, employer-brand equity, luxury fashion brand consumers, destination brands, and service firm competitiveness. The study also explores the role of emotional aspects in consumer-brand relationships and the importance of brand communities embedded in social networks. A list of references from academic journals and books provides additional context and support for the analysis.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as a marketing tool and its emergence as a business practice.........1
P2 Key components of successful business strategy for building and managing brand equity. .3
TASK 2............................................................................................................................................5
P3 Analysis of different strategies of portfolio management, brand hierarchy and brand equity
management ...............................................................................................................................5
TASK 3............................................................................................................................................7
P4 Management of brand collaboratively and in partnership both at domestic and global level
.....................................................................................................................................................7
TASK 4............................................................................................................................................8
P5 Different types of techniques for measuring and managing brand value..............................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management is considered as one of the most important activity for every
organisation. In this, they are required to manage all tangible as well as intangible features
present inside a brand at a marketplace. The tangible elements consists of product, price,
packaging etc. all these factors are very essential in judging the experience of customers
(Ashworth and Kavaratzis, 2010). If the company is able to manage their brand in the market in a
good manner them they will be able to make a strong connection with their customers as well as
the customers will become more loyal towards the company. So, marketing department of every
company is required to have a strong focus on their brand image in market and should try to
improve it in always. The company that has been referred here is Coca-Cola. It is a very famous
company that is having a market share of more than 40% in UK. They are the biggest retailers of
soft-drinks all around the world. This report will study about the importance of branding as a
marketing tool, factors associated to make effective branding strategies. Also, various strategies
of portfolio management is also considered. Along with this, brand management techniques will
also be discussed in this report.
TASK 1
P1 Importance of branding as a marketing tool and its emergence as a business practice
BRAND :
Definition of brand:
Branding can be defined as an effective process in which a product is given a specific
name and identify through which they will be identified all around the world. It is also
considered as the most valuable asset for the company as it helps company in making their place
in the market. According to Philip Kotler, it is said that if a product is not a brand then it is not a
commodity.
Role of marketing in Building brand equity :
The various elements that helps in making strong brand equity at workplace are as follows:-
Brand Awareness :-
It is the core requirement for every company to make their brand popular in the market so
that they can accessible to the customers. Coca-Cola is a very big company that us supplying all
of its products around the world. They are having a very strong brand awareness in the market as
1

they are being recognised and loved by each and every person whether it is a child or an old man.
They have achieved this through their strong advertisement and good taste.
Perceived quality: Through this , the company will be able to judge the taste and
perceptions of the customers after using the product. Coca-Cola is having a very good taste and
this is the main reason also why people loves it. But they were not aware of people's taste in the
initial bases so they conducted various types of research in which theyb tried to analyse the taste
liked by customers and then later on publicised themselves and gained the customer base.
Brand association: It consists of symbol or image that helps the customers in
remembering the brand. If the company is very active in the market and interacting with the
customers on daily bases then they can make their place in customer's mind. This will help the
company in many ways like they will their brand image as well (Hanna and Rowley, 2011).
Benefits for a business using branding as a wider marketing strategy :
Branding is very essential for all types of companies whether it is mall , medium or large
as it helps in bringing competitive advantage to the company which is very essential to get
success. The benefits can be categorised as:
 Helps in creating brand image : If the companies will have a good brand image in the
market they they will have more no. of customers and large amount of market share as
well. So, the companies can gather more and more resources from the market which will
help them in achieving competitive advantage in market and strength to compete with the
customers as well. Companies like Coca-Cola are having a strong competitive advantage
in the market as they are providing good services to its customers. They have achieved
this position after facing long struggle and tough competition in the market.
 Branding generate new customers – It is believed that value if the company is divided
into two areas mainly Tangible and Intangible assets (Christiaans, 2012). Brand comes
under intangible assets as they can not touched. It is estimated that brand value of Coca-
Cola in market is $67 million. So, brand value plays a very important role in generating
value in the economy as the company will enjoy a good market position due to which
they will earn more profits which will be invested by them in various areas leading to
development as a whole. These types of companies generally attract people who are
skilled, talented and knowledge so that they can contribute in overall development of
2

company as well. Coca-cola is such a big company that they are able to create huge
economic value for the company in a very easy manner.
 Brands set expectations – Branding is also regarding as a promise which the company
does to its customer's about providing good quality of products and services and that too
at affordable prices (Dempsey and Gruver, 2012). If the company is able to fulfil their
promise in a successful manner then they will be successful in market but if they are not
able to fulfil it then they might loose their customer base. Coca-Cola also provides
various products that are sugar free. These types of products also helps company in
achieving large market share.
Brand equity :
Brand equity can be defined as the value of the brand which is judged by evaluation of
perception and experience of customers in market. If the customers are having a positive outlook
towards the company then this will help company in generating a strong brand equity at
workplace. So it is the responsibility of all the companies whether it is an MNC or a small
company that they have to regularly think of innovating their products or launching a new
product so that the customers remains in touch with the brand on daily basis. This will help the
company in making a strong place in the minds of the customers which can be a huge advantage
for them. In case of Coca-Cola, they are dealing with large no. of experience with the customers
and it has helped them in making strong brand image in the market.
Ways in which companies develop and grow brand equity:
Building a brand equity is very important for every company as it will help them in gaining long
term customer loyalty (Esch and et. al., 2014). The steps involved in growing brand equity in
market is as follows :-
STEP 1- Building Awareness : In this, the company has to apply strategies so as to make
their brand recognised in the market by the customers.
STEP 2 – Communicate the meaning of Brand : In this, the company tries to tell the
public about the meaning associated with the brand like its performance etc.
STEP 3 – Getting responses of customers towards the brand : here, the management tries
to analyse the reactions of customers towards the brand like do they like the quality, credibility
etc. and most important thing is that whether it is successful in satisfying the needs of the
customers or not (Gratwohl and et. al., 2011).
3

STEP 4 – Developing the bond with customers: It is the most important task for the
company as they have to built a strong with the customers so that they become loyal to the
company and visit more.
P2 Key components of successful business strategy for building and managing brand equity
Difference between strong Brand and Weak Brand :- The difference between strong brand
and a weak brand are as follows:-
STRONG BRAND WEAK BRAND
 A strong brand is having good
reputation in market.
 It is very popular among the people in
the market and is easily visible as well.
 They are consistent in fulfilling their
promise of doing delivery on time.
 Weak brands generally doesn't have
good reputation.
 It is very less visible in the market as
the people are not preferring it as all.
 They are not consistent with their
promises.
Stages of brand development using CBBE model :
The stages of brand development using the CBBE model are :-
CONSUMER BASED BRAND EQUITY (CBBE Model):
It is considered as one of the model that are used bu various companies so as to manage
the brand in the market (Li and Kambele, 2012). It is define by a marketing professor Kevin
Lane Keller. According to him, through branding consumer perception can be known which is
necessary for them before launching the product in the market. If the response of customers is
positive towards the brand then company can achieve success in marker.
Application of CBBE Model -
Step: 1 Brand Identity:here, the company tries to specify that they are having a completely
different product which is not available with any of its customers.
Step: 2 Brand Meaning: In this, company will try to make the customers understand the real
meaning of the brand. This will help them in understanding the brand and its products in a more
better manner (Morgan, Pritchard and Pride, 2011).
Step: 3 Brand Response: Through this, customer's response towards the product is known and
also the reason for their fast or slow response.
4

Step: 4 Brand Resonance:Here , company tries to build their image better than their competitors
so that customers can be gained . So, this will help the company in achieving competitive
advantages in market as well.
Brand reinforcement :
It is a type of process where company makes sure that the customers who have used their
services should come back to them again so as to avail their services. The two issues that are
faced here are :
 the core benefits of the products that is being supplied and its market representation as
well. Problems of brand superiority and making it more strong.
BRAND REINFORCEMENT STRATEGY : The various strategies used here are:-
 BRAND AWARENESS – It is very important for all the companies to make sure that
the customers are aware about their products because then only they will give them
priority in the market. In the current business environment, it is very important for every
company to make their brands popular in the market so that the customers are attracted
towards it without any hesitation.
 BRAND IMAGE - If a company is successful in making a good brand image then they
will have long term benefits as well. It is also said that it is possible that a product is
launched by the company but it failed or they are not able to implement a particular type
of technology but it is not possible that the brand image of company is deteriorated. Like
Coca-cola introduces Coca-Cola C2 in Japanese, American and Canadian market in 2004
but due to dissatisfied sales, it was discontinued in 2007. But it did not impact the brand
image of the company in market at all and they are running successfully since always.
Brand revitalization Strategies : It is a type of strategy which is being designed so as to make
the customer remind about the product which they have forgot. So, for this, companies usually
introduce new factors like Packaging, styling, logo, jingles etc. Its strategies are :-
 Becoming Customer centric :- In this, the companies tries to keep main attention on the
customers since they are the main element because of which the company is running. If
customers will be given more focus then they will be more happy and satisfied and will
get attached with the company as well.
5

 Giving a new name :- t can also be used as one of the strategy so as to revitalise the
brand. Through renaming the company will start from the starting.
Challenges a business may face when developing a brand : If the company thinks to manage
their brand in the market then they will have to face various challenges like :- Health and Wellness trends – Now-r-days people have become more health conscious
due to which they are avoiding drinks that contains more calorie. So, this can bring the
market down so Coca-Cola came up with an innovative idea and introduced Coke zero or
diet coke which is not having an kind of sugar or calorie. Thus it will help them in
improving their overall performance in the market.
 Emerging market performance – It is one of the main challenge that is required to be
faced by companies in the market (Hwang and Kandampully, 2012). As it is well known
that there are so many competitors of Coca-cola one of them is Pepsi. So, it is required
that company has to take care of their performance at marketplace so that no new entrant
can destroy it.
TASK 2
P3 Analysis of different strategies of portfolio management, brand hierarchy and brand equity
management
Brand-management can be defined as one of the effective planning process which helps
in placing the brands in the minds of the customers. It is also helpful in building strong
relationship with consumers and market. It is believed that if the company will have strong brand
image in the market then they will be able to make a positive image in the minds of the
customers and also aware the customers about the new products they are launching. This will
also help them in reducing their advertisement cost as well. It will lead to increase in profitability
in the company. So, in order to manage the brand in the market company has to make sure that
they are performing well in the market and satisfying the customers. They have to make sure that
they are having good tag-line, affordable price, good quality and satisfied performance which
will compel the customers to buy a product of that particular brand.
Brand equity management is a very important concept that helps in building relationship
between company and customers. Its is very beneficial for the company as it helps in enhancing
overall brand loyalty and positioning of company in the market.
BRAND PORTFOLIO STRATEGY:
6

These are the strategies that helps the company in operating more than one branded
products of the same company in market successfully (Jiang and Iles, 2011). Like in case of
Coca-Cola, they are having so many products of the same brand in the market that are running
successfully as well. Some of them are like Maaza, Thumps-up , sprite etc. so, for managing
these brands, various strategies are required to be implemented. They are:-
 Driving revenue and Profit Growth – It is very necessary for the company to manage
their products in an effective manner and also that they are under the reach of the
consumers. Through this, they will be able to make their position in the market and gain
more and more profits.
 Investment in Brand and Business – The management of company is required to invest in
their brands so that they are able to build a strong brand image as well as gain more
revenue (Kavaratzis, Warnaby and Ashworth, 2014). They can do this by using best
advertising strategies which will help them in making the products places in the minds of
customers as well as in market.
 Increasing efficiency - In this companies put their efforts to improve standard of the
quality and also enhance their efficiency towards the products price as compare to its
competitors.
MANAGEMENT HIERARCHY :
The management hierarchy followed by Coca-cola are as follows:-
 Umbrella Brand – It is also recognised as Family branding in which products of same
brand are included. Like in case of Coca-Cola, they have diet Coke and Coke Zero under
their umbrella brand. It includes the name of original company as well. Endorsed Sub Brands - In this, Coca-Cola signs a contract with the celebrities so as to
create brand image at market place in order to gain more and more customers at
marketplace.
Management hierarchy of Pepsi Co are as follows :-
 Umbrella Brand – Here also, products that are called as Umbrella products of Pepsi are
Diet Pepsi, Pepsi Max etc. It may not be much popular in market but they are under the
umbrella brand of Pepsi.
 Endorsed Sub Brands - It define as well as create value that show the reliability of the
brand like Britney Spears endorsed Pepsi pink drink
7

TASK 3
P4 Management of brand collaboratively and in partnership both at domestic and global level
It is considered as one of the important aspect of company to manage the brand both at
national as well as international level. It is because through this only company is able to make
good revenue at a global level. In this context, it is said that Coca-cola and Pepsi both are having
strong positioning in the market but it does not mean that they will not use any strategies. They
are also making use of best techniques so as to improve their overall performance and increase
the no. of customers as well.
What is brand leveraging:
It is considered as a method which is used by companies while launching a new product
in the market using an existing brand name on a new product in a different category. It is
considered as a very risky method also because if the extensions are unsuccessful then it can
have a bad impact on parent brand as well. Like in case of Coca-Cola and Pepsi, they are having
various products that are providing them advantages in gaining brand equity in market. This
brand stretching will not only benefit them in sales but also gives them chance to enter into new
segment. The Brand Extensions of Coca-Cola are like Coca-Cola light/Diet Coke, Coca-Cola
Zero, Coca-Cola cherry/ Diet Cherry, Coca-Cola Vanilla/Lime etc. whereas the brand
extensions of Pepsi is like Diet/Light Pepsi, Pepsi Next, Pepsi wild cherry etc.
Line extension v brand extension:
LINE EXTENSION BRAND EXTENSION
 In this , the current product line of the
company is extended.
 It adds variety to the existing product
line.
 It makes company capable to
reinvigorate the product line and bring
it back to public awareness.
 In this, the brands are only extended in
markets or territories.
 It does not add new variety , it just add
new country where they will serve.
 Here, company plans to earn more
profits by allowing the manufacturers
to tap into new markets and spread
awareness there.
8

Brand extension strategies: The strategy that is applied by the companies in order to manage
the brand a national as well as international level is Ansoff's matrix strategy (Santos-Vijande and
et. al., 2013). This matrix is classified as -
 MARKET PENETRATION – It is considered as one of the most effective part of the
whole strategy. Here, the main aim of this process is to increase the overall sales in the
market and this can be achieved only by launching the existing products in the market
(Som and Blanckaert, 2015). So, Coca-Cola can make use of this strategy to make their
place at initially by supplying their core products.
 MARKET DEVELOPMENT – Here, the discussion is about launching the existing
product at a new market so as to increase the profitability level. Coca-Cola has also
applies this strategy when they launched Diet Coke in India. It was their old product but
the market was a new one. It was a successful affair as company was able to make profits
from it.
 DIVERSIFICATION – It determines new market for the new products of the company.
According to Beverage digest, consumption of Soda has been reducing tremendously in
US and UK. So, it was required that big giants like Coca-Cola and Pepsi should think of
diversification. Pepsi has already diversified into snack division and Coca-Cola will also
enter implement it by entering into RTD tea and coffee market.
 PRODUCT DEVELOPMENT – It is a process in which new products are launched in
existing markets. Coca-Cola has launched Coca-Cola life in UK which is a drink with
natural sweetness. It is a healthier option which can be adopted by people so as to reduce
obesity.
So, this is the matrix that will help the company in managing their brand at both national
as well as global level. It is to be applied by the project managers so as to achieve the desired
results. There are various other strategies also that are used by them in managing the brand
around world.
Collaboration and partnership agreements :
Branding will help them in differentiating their product with the other products according
to the price, quality and features they give. In case of coca-cola also, company is having a very
strong brand image in the market which are helping them in competing with the other companies
(Buil, De Chernatony and Martínez, 2013). Also, they have made a strong place in the market as
9

well so now no other company can overpower them in the market. The main aim of companies to
do branding is to make a strong place in the minds of customers and also to differentiate the
product in the market according top its quality and kind of services they give. Generally, it is
assumed that if a product is branded then it will be costly but it is not the case always. Yes,
branded items are costly but it has a long life as well. If the company is having good brand image
in the market then customers can easily identify the product in the market and satisfy their needs
in most effective manner. This will help the company in gaining large amount of market share as
well (Brodie and et. al., 2013).
TASK 4
P5 Different types of techniques for measuring and managing brand value
In present scenario, there are many firms that are operating and facing challenges in order
to attain sustainability in the market. It is necessary for the company to satisfy customers and
gain their loyalty towards brand. Pepsi and Coca Cola are the well known brands and capture
large market share since long period of time. But, there are many competitors of these brands are
present in the market (Wallace,Buil and de Chernatony, 2014). Therefore, it is necessary to
measure brand value on continuous basis to know their position in market.
Need for measuring value of brand arises when:
 There is a need to prepare financial statement of firm.
 Product administrator has to allot purchasing price of good.
Evaluation of different methods used by Pepsi and Coca Cola are :-
It is important for every organisation to measure brand value of its products and for this,
various methods are used by them in order to maintain their brand value. Below defined are
some techniques that are used by both the companies (Zaglia, 2013).
Quantitative technique: This method includes different types of scales with numerical
representations so that results can be measured in numeric terms. It includes some techniques
such as brand image & brand awareness.
Qualitative Techniques: This is the method in which brand value is measured in terms of
quality attributes of the product. The techniques includes in this are projective method,
experimental technique, free association etc.
 Brand Awareness – It is the approach in which firms try to create brand image in
customer's mind.
10

Comparative Techniques: Under this method, perception of consumers towards brand is
evaluated in order to determine the benefits of having strong awareness of brand. It includes two
types of approaches, i.e., marketing based and brand based comparative approach.
For Coca-Cola For Pepsi
Coca-cola is one of the well known company
and a popular brand of the world. They use of
diverse modern marketing methods in order to
get benefit from the market.
Different methods used by Coca-cola are:
 Free Associations – By this method,
firm tries to examine the extent of
possible associations of brand that are
thinking by customers during
purchasing of soft drink.
Pepsi is the top most beverage company which
operates successfully in the market. They have
many competitors in market but have strong
team of marketing who handles all the issues
in an effective way.
Different Techniques utilized by Pepsi are:-
 Brand based comparative approach :
In this approach, assessment is done about
response of customers towards new product in
the market.
Tracking Techniques and Brand Equity Audit:
Main aim of brand audit is to recognise the current position of brand in market. It is the legal
responsibility of every organisation to conduct audit of brand (Ashworth and Kavaratzis, 2010).
It includes some steps that are as follows:
Market context: In this step, both the companies try to find those factors that influence
brand equity. In order to lower down the impact of negative factors, it is necessary for the firm to
analyse the market carefully.
Strengths and weaknesses of brand equity: It includes the discussions about market
share, brand sensitivity, brand loyalty and image attributes of both the companies. \
SWOT ANALYSIS OF COCA-COLA:
STRENGTHS WEAKNESSES
 It has been awarded with the highest
brand equity award in 2011 and its
 It is believed that its product
diversification is low as Pepsi already
11

huge global presence and different
brand identity has made them achieve
this.
 It is one of the most highly valued
company around the world. It was
estimated around 79.2 billion dollars.
 It is only compared with Pepsi as these
both are the only 2 big companies in
the beverage segment.
entered other segments and made
themselves strong.
 It is not used by the people who are
health conscious as it is not being
categorised under health drink.
OPPORTUNITIES THREATS
 They are having a very strong
opportunity to diversify themselves into
healthy drinks as well as it is mostly
present in the current market.
 It can also enter into packed drinking
water segment as people are preferring
this a lot.
 They have grown indirect competition
with Starbucks and costa which has
now become a big threat for them.
 The local brands present in different
country has become a threat now.
Brand equity description: By this step, companies are trying to review perceptions and
views of customers regarding brand.
Competitive tactics and strategies: At this step, audit is designed in order to provide a
clear summary of tactics and strategies of Coca Cola and Pepsi & their competitors too.
Brand tracking: It refers to the way to measure brand development on continuous on
continuous basis in context of some variables such as attitudes, preferences, perceptions, usage
etc.
Approaches to valuing brand:
Research based approach: In order to evaluate the performance of brand, research is
conducted by both the companies in market. No financial value is used here. It is necessary to
assess those factors that influence the success of brand (Brodie and et. al., 2013).
12

Financially driven approach: This approach rely on financial performance of the
companies. Some of these are as follows:
Cost based approach: It refers to the brand value by aggregating all the costs that are
spend by the firm to bring it in present state.
Comparable: This approach is utilized by both the firms in order to reach at brand value
by assessing competitor's price of products.
CONCLUSION
The whole report shows the significance of brand management in modern competitive
world. Now all the organisation focus on enhancing their brand equity through the use of brand
management tools. The main objective behind it to know market demand, trends and quality
choice in order to accomplish the customers needs. To remain sustain in the market and getting
the optimum brand value addition Coca-Cola uses different market strategies which leads to
competitive edge over competitors. Proper Brand management increase market share, stock price
and value of asset also. In developing the successful brand strategy some technique need to
adopted in working culture like digital marketing, upgrade customer relationship management
and innovative discoveries in products quality and varieties. In further company put their efforts
to maintaining long term relationship which add the brand loyalty factor from the side of
customers. Today Coca-Cola hold re-putative position in market just due to fixing target
audience and come with innovate advertisements to attract more customers.
13

REFERENCES
Books and Journals
Ashworth, G. and Kavaratzis, M. eds., 2010. Towards effective place brand management:
Branding European cities and regions. Edward Elgar Publishing.
Brodie, R. J. and et. al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of Business Research. 66(1). pp.105-114.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research. 66(1). pp.115-122.
Christiaans, L., 2012. International employer brand management: A multilevel analysis and
segmentation of students' preferences. Springer Science & Business Media.
Dempsey, J. M. and Gruver, E., 2012. “The Public Interest Must Dominate”: Herbert Hoover
and the Public Interest, Convenience, and Necessity. Journal of Radio & Audio Media.
19(1). pp.96-109.
Esch, F. R., and et. al., 2014. Corporate Brand Management: Marken als Anker strategischer
Führung von Unternehmen. Springer-Verlag.
Gratwohl, A. and et. al., 2011. Introduction of a quality management system and outcome after
hematopoietic stem-cell transplantation. Journal of clinical oncology. 29(15). pp.1980-
1986.
Hanna, S. and Rowley, J., 2011. Towards a strategic place brand-management model. Journal of
Marketing Management. 27(5-6). pp.458-476.
Hollebeek, L., 2011. Exploring customer brand engagement: definition and themes. Journal of
strategic Marketing. 19(7). pp.555-573.
Hwang, J. and Kandampully, J., 2012. The role of emotional aspects in younger consumer-brand
relationships. Journal of Product & Brand Management. 21(2). pp.98-108.
Jiang, T. and Iles, P., 2011. Employer-brand equity, organizational attractiveness and talent
management in the Zhejiang private sector, China. Journal of Technology Management
in China. 6(1). pp.97-110.
Kavaratzis, M., Warnaby, G. and Ashworth, G. eds., 2014. Rethinking place branding:
Comprehensive brand development for cities and regions. Springer.
Li, G., and Kambele, Z., 2012. Luxury fashion brand consumers in China: Perceived value,
fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10).
pp.1516-1522.
Morgan, N., Pritchard, A. and Pride, R., 2011. Destination brands: Managing place reputation.
Routledge.
Santos-Vijande, M. L., and et. al., 2013. The brand management system and service firm
competitiveness. Journal of Business Research. 66(2), pp.148-157.
Som, A. and Blanckaert, C., 2015. The Road To Luxury: The Evolution, Markets and Strategies
of Luxury Brand Management. John Wiley & Sons.
14

Wallace, E., Buil, I. and de Chernatony, L., 2014. Consumer engagement with self-expressive
brands: brand love and WOM outcomes. Journal of Product & Brand Management.
23(1). pp.33-42.
Zaglia, M. E., 2013. Brand communities embedded in social networks. Journal of business
research. 66(2). pp.216-223.
Online
Brand Management - Meaning and Important Concepts. 2017. [Online]. Available
through.<http://www.managementstudyguide.com/brand-management.htm>.
Ashworth and Kavaratzis, 2010Brodie and et. al., 2013Buil, De Chernatony and Martínez,
2013Christiaans, 2012Dempsey and Gruver, 2012Esch and et. al., 2014Gratwohl and et.
al., 2011Hanna. and Rowley, 2011.Hollebeek, 2011.Hwang and Kandampully,
2012Jiang and Iles, 2011Kavaratzis, Warnaby and Ashworth, 2014Li and Kambele,
2012Morgan, Pritchard and Pride, 2011.Santos-Vijande and et. al., 2013Som and
Blanckaert, 2015.Wallace,Buil and de Chernatony, 2014Zaglia, 2013
15