Purpose – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online...

Purpose – The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial...