characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand … management of emerging market firms. The effects of standardization on brand performance in international markets are also to be … through a survey of eligible managers in charge of international brand operations of 94 strategic business units in Turkey …

Purpose – In recent years, the notion of consumer‐brand relationships has drawn increasing attention from both … researchers and practitioners in the field of service brand marketing. However, different paradigms conceptualize and measure this … notion from diversified perspectives. The current study, integrating and modifying the main concepts of different consumer‐brand …

Purpose – Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to … describe testing of consumers' responses to two alternative brand growth strategies: an extension strategy whereby a brand … moves into a new category alone, and an alliance strategy whereby the same brand moves into the new category as a branded …

Purpose – This study aims to examine the antecedents of employee brand commitment (BC) and brand citizenship behaviours … understanding how employees feel about and behave in relation to their employer's brand. Just as the external market literature … employees. The acquisition of such knowledge will not only assist organisations in selecting “brand‐oriented” employees, but …

Purpose – The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence … of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social … responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context. Design/methodology/approach – A …

refining brand image and meaning. Design/methodology/approach – Dewey's dialectical method of holistically combining tensions … such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings … how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic …

brands can be influenced by local companies, leading to the notion of a “constructed” city brand. An overarching brand model … experience and emotional connection were confirmed as dimensions of company online brand value. It was further shown that company … brand and constructed city brand are influenced by customer perceptions of brand value. Company brand was not, however …

‐based perspectives of corporate brands. It aims to outline a normative, diagnostic, model of corporate brand management – The AC 4 ID … identity types forming a corporate brand constellation. The seven corporate brand identity facets are the actual, communicated …, conceived, covenanted, cultural, ideal and desired corporate brand identities. As a general but not an absolute rule there …

their club in commercial terms, as a brand. However, the authors argue that in today's environment fans have pragmatic … develop and test a model conceptualising the relationship between supporters' emotional attachment, supporters' brand … perception/strength and their support for brand extension. Design/methodology/approach – In‐depth interviews with, players, clubs …