Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to...

Purpose: This paper aims to investigate the practice of conviviality as the right setting to explore how social capital interacts with business relationships and in particular how resources impacting business relationships take shape in social relations. Design/methodology/approach: This paper...

Purpose: This article investigates the integration between online and offline channels in the internationalization of top luxury fashion brands. It aims at pointing out the main drivers of such integration, comparing the top international markets for the luxury goods sector....

Purpose – The purpose of this paper is to focus its attention on the analysis of buyer-seller interactions in facility services. In particular it proposes to investigate the interactions Italian municipalities develop with sellers involved in facility services outsourcing and to evaluate how...

Purpose – The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive sources in relation, to the structural characters of the retail enterprise and its sales outlet on the one hand...

Purpose: As conviviality can nurture community social capital, this paper aims to investigate how such capital can give rise to economic behaviour in terms of developing business relationships. Design/methodology/approach: The empirical analysis was based on case studies of Italian businesses...

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...