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,...