Purpose: This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts....

Purpose: Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to...

Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved...

Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and...

Purpose – The aim the present study is to investigate the consumption practices of fast fashion products. During the introductory stage of this phenomenon, most academic literature has focused its attention on structural and industrial aspects of the fast fashion phenomenon. Now that the...

Purpose – The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small‐ and medium‐sized enterprises (SMEs). Design/methodology/approach – The paper follows a quantitative approach, using the...

Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to...