Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand...

Purpose: A significant body of research has now been accumulated in the intercultural service encounter (ICSE) literature. However, no study to date has provided scholars and practitioners with a systematic review to map and better understand the ICSE domain. Design/methodology/approach: To...