Purpose: The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach: Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation...

Purpose: The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences. Design/methodology/approach: The study uses factorial between-subjects design. Random samples of the populations...

Purpose – The purpose of this paper is to investigate the determinants of employees' core value behavior. For service brands, employees are most likely the most important vehicle in building and communicating brand core values. The paper aims to draw on two related theories on motivation to...