Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumersA minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumersA perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.Hence, Sharma (2010) propose that customer satisfaction and perceived service quality may mediate the influence of ... The author received 548 (about 11%) complete online questionnaires over a ... Next, they completed the scales for attitude towards offshore outsourcing and consumer ethnocentrism followed by someanbsp;...
|Title||:||Branding and Sustainable Competitive Advantage: Building Virtual Presence|
|Publisher||:||IGI Global - 2011-09-30|