Purpose – The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed. Design/methodology/approach – From the literature, the existing state of the theory of corporate...

Purpose – The purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand. Design/methodology/approach – The branding literature hints at multiple stakeholders but most studies take a single stakeholder perspective. A two‐stage...

Purpose: The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal branding. The main aim is to understand...

Purpose: The purpose of this paper is to investigate the influence of a shopping companion on mall brand experience. Design/methodology/approach: The quantitative multi-group structural equation model study contrasts three shopper types: those shopping alone; those shopping with friends; and...

Purpose: The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective. Design/methodology/approach: A quantitative approach is adopted...

Purpose The study extends customer-led co-creation research to the related staff-led value co-creation domain. In particular, the purpose of this paper is to investigate the role of staff engagement as a facilitator of staff-led value co-creation. Design/methodology/approach A new conceptual...

Purpose This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls. Design/methodology/approach Building on the literature, a quantitative methodology is applied. A large sample ( n = 755) of an Australian shopping mall is surveyed,...

Purpose – The research aims to investigate the nexus between retailer corporate brand and sustainability practices. The literature linking these areas is relatively sparse. The point of departure is an existing conceptual model, to which another antecedent, customer perception of retailer...

This paper examines the nature of SME (Small to Medium Sized Enterprise) international marketing strategies, using a framework developed by Merrilees and Tiessen (1999). This framework highlights two main types of marketing strategies: relationship‐driven and sales‐driven. The original study...