Purpose: This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions. Design/methodology/approach: A review of published measures of brand...

Purpose – The paper aims to investigate the impact of ruthless image on the attractiveness and connectedness of corporate brands. It proposes a model that trust mediates the influence of a ruthless image on these outcomes. The study aims to build upon previous theory which suggests that not...

The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand...

While consumers have always been fascinated by the works and private lives of celebrities, some consumers experience a significantly more intensive level of admiration for a particular celebrity and, subsequently, become what are commonly known as fans. However, scant attention has been paid to...

Assesses the influence that certain retail buyer characteristics have on how the buyers approach their buying task. By examining five different buyer characteristics and the relative importance that individual buyers place on six different product attributes, draws some pertinent conclusions as...

The selling prices to consumers of similar products vary considerably within the same retail outlet and between different types of retail outlet. Applying a value systems framework, the cost structures behind the selling prices of products in five product categories are identified using primary...

Purpose – The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as relevant to the employer brand. Design/methodology/approach – A multidimensional measure of corporate brand...

Purpose – The purpose of this paper is to explore the similarity of the reputation of political leaders with those of their parties and to assess the claim of causal links. Design/methodology/approach – A multidimensional measure of brand personality is used to measure the reputation among...