Through the use of a simple behavioural political economy model, we cast doubt on the assumption that voters behave in predictable ways dependent on their expected support for government policies. We show that under certain conditions an unfavourable (i.e. welfare reducing) policy may result,...

City branding is a relatively new area of academic research in marketing. Earlier research focuses on city brand images and particularly the contrast in brand image between cities. Essentially that attention reflects the interest of policy makers in developing sound competitive brand positions,...

Franchising and branding are almost interchangeable as concepts, yet a dearth of academic branding research in the franchising sector prevails. The aim of the study is to understand why franchisees vary in attitude toward the franchisor brand. A further aim is to give guidance to franchisors on...

This paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly, market orientation is an outside-in, image-driven approach. Initially,...

This special issue contains fifteen articles developed from presentations at the sixth annual Thought Leaders’ International Conference on Brand Management, held at Università della Svizzera italiana in Lugano, Switzerland in April 2010. The conference received 154 submissions and following a...

The premise of segmentation theory is that different segments each have a discrete customer profile and behavioral characteristics. At a conceptual level, the recent branding literature recognizes that different sub-cultures or segments could experience different meanings of an organization's...

The purpose of this study is to explore why firms choose an export mode over a non-export mode. Based on the institutional and research and capability perspectives, a theoretical model incorporating brand orientation, commitment, experience, industry group and foreign market competition...