Purpose – The purpose of this paper is to measure and analyze industry export competitiveness of India and it tries to achieve this by presenting a multi‐dimensional framework for measuring and illustrating industry export competitiveness. Design/methodology/approach – The framework...

Purpose – This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations....

Purpose – This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on corporate branding. Design/methodology/approach – The bibliography was compiled using the ISI Web of...

Purpose: This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies. Design/methodology/approach: A 3 × 2 research design is used to...

Purpose: This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach: This paper is an editorial based mainly on a literature...

Purpose – The purpose of this paper is to analyze the status of corporate social responsibility (CSR) communications in Brazil, Russia, India, and China (BRIC) nations. The four countries are among the biggest emerging markets, forecasted to have increasing influence in economic and political...