This paper explores the origins and evolution of product markets from a socio-cognitive perspective. Product markets are defined as socially-constructed knowledge structures (i.e., product conceptual systems) that are shared among produces and consumers--sharing that allows consumers and...

Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the...

Organizational development and change may be initiated from two different starting points. A diagnostic approach begins with an examination of problems to assess and correct dysfunction. In contrast, the Appreciative Inquiry approach begins by identifying an organization’s strengths as...