Purpose – The purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for internal and external stakeholders of a focal brand. Second, a typology of brand meaning gaps, characterised by...

Purpose – This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand. Design/methodology/approach – This paper...

Purpose – The brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to challenge this thesis by empirically examining whether and how global brands travel with consumers. The...

An emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a discussion about the limitations of existing research....

Purpose – This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for conducting qualitative marketing research in China. Design/methodology/approach – This study is used to...