Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences....

Purpose: The purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the...

Purpose The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself. Design/methodology/approach A qualitative, exploratory approach is adopted, applying the ICON model of place branding to the...