Purpose – The purpose of this paper is an examination of the role of brand personification in the development of the concepts of brand personality and brand relationships. Design/methodology/approach – The paper is a critical evaluation of literature from the 1950s and onwards, examining the...

This article explores the contributions of the method of scenarios in the identification of what motivates strategic decisions. Direct data collecting methods implicitly postulate that the individual is sincere and is a priori rational. Yet, the characteristics of strategic decisions are such...