contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the … relative importance of innovative culture over market orientation in affecting brand performance. Design … recognise that building a successful brand depends not always on the interpretation of feedback received from current customers …

Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ … before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two … longitudinal studies in banking and insurance were used. These included repeat interviews with the same consumers. Brand buying …

Purpose – Brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. Research …/methodology/approach – Information from two communities is collected, following the customer‐centric model of brand community of McAlexander et al. . The …. Practical implications – Segmentation is important for fine‐tuning marketing efforts, particularly for brand communities …

prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands … across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will …

Purpose – “Brand architecture” is an organisation's approach to the design and management of its brand portfolio … a “family of main brands” was incorporated into an organisation's brand portfolio, often in the form of brands … the current study offer empirical support for the conceptualisation of the corporate brand playing a predominant role in …

whereby a single brand name acts as the sole or principal identity for the products of two or more firms, and where brand …‐building approach is adopted. The paper draws from the brand equity and institutional economics literatures to develop a … brand identity creation, reputation building and reputation protection. Case exploration of shared brands illustrates these …

Purpose – The purpose of this paper is to present the first known empirically‐tested model of Employee Based Brand … brand building‐process but also, more importantly, appreciate the subsequent employee effects and organisational benefits … validating a model of EBBE: it further enriches the application of traditional brand management techniques; provides a framework …

Purpose – The purpose of this paper is to assess brand identity, equity and brand management in SMEs. Design … and transmitted through brand identity. A bundle of marketing innovations, including coherent marketing programs and the … use of the country of origin image, support the brands. Brand diversification strategies contribute to SMEs' growth …

Purpose – In recent years, brand personality as a branding construct has received considerable interest, which has led … have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate … the application of branding constructs to non‐traditional products such as places. This study aims to focus on brand …