Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and … brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all … hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand …

. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been … made of activities connected with the development of the brand based on the experience of the best brands in the world … insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession …

-brand attribute statements representing website communications and aesthetics, a more effective understanding of consumer … aesthetics is most important in the online environment when generating a positive relationship towards the retail brand. Research … compare traditional retail brand images. Finally as this study utilised Australian responses only the authors suggest cross …

This paper identifies benchmarks in relation to brand management practices in the creative industry. Based on the … management practices, individual/team creativity and corporate brand building. We conclude that creative organisations need to … recognise their employees’ creative output as their key asset towards successful brand building and hence should aim to provide …

entry into a new market segment. It discusses the role played by brand management in creating and establishing a sub‐brand …, customer segment research, brand extension options, brand architecture and nomenclature used, marketing initiatives taken, and … implementation of the adopted strategy. Originality/value – The paper is multi‐dimensional in nature. It focuses on brand extension …

Purpose – The purpose of the paper is to develop a concept and framework of integrative brand management through a case … analysis of the international Dove campaign. Design/methodology/approach – The paper presents a conception of integrative brand … integrative brand management. Originality/value – The paper contributes a framework for organizational brand analysis and …

the new corporate brand values through their attitudes and behaviours. Originality/value – Corporate rebranding campaigns …

incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain … Habermas's TCA in terms of its implication for stakeholder interactions within corporate brand management. Based on review of … the sociological literature of Habermas's TCA, this approach offers a more detailed picture of corporate brand management …

Purpose – The purpose of this paper is to examine whether communicating a corporate parent brand's heritage in the form … broad market index over the one year after divestiture. Second, spin‐offs that relied on parent brand heritage did not … outperform those that did so. Third, using a parent brand's name, a more direct reference to parent brand heritage, did not …

Purpose – The purpose of this study is to determine the extent that extrinsic product attributes (brand name …. Design/methodology/approach – A 2 (brand) x 2 (treatment group) experimental “taste‐test” design was created using two brands … of cookies (national versus store brand) and two treatment conditions (whether the cookie was in its respective package …