Purpose The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management...

Purpose – This paper aims to explore the complexity and dynamics in the process of negotiation and re-negotiation of brand associations within a Vietnamese cultural context, focusing on the identity construction created through local consumption preferences. t It explores how Western brands...