Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit...

Purpose – This study aims to provide insights into glocalisation of international channels of distribution. The study also seeks to identify the key principles and patterns of glocalisation in general. Design/methodology/approach – The authors utilise the single case study approach to study...