brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand … completed an online survey. Findings – Congruity of the brand with employees’ actual self and with their ideal self has similar … congruity of the brand with the ideal self, whereas BCB is only affected by congruity of the brand with the actual self. Brand …

efficacy of the firm to respond to the crisis and their impression or evaluation of the brand. Design …, measured in Study 2 or primed in Study 3) and a brand’s crisis apology with the remedial solution framed in “why” (vs “how …’s perceived efficacy of the brand being able to successfully respond to the crisis mediated the interactive effects of the …

Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand … symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of … to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to the social …

heritage brand (established in 1669). This paper examines the multiple role identities of the corporate brand and, in … particular, the enduring imperial identity (role identity) of the corporate brand. The study examines whether the corporate … heritage brand’s imperial associations are still meaningful. Design/methodology/approach A indicative, survey-based case study …

Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands … with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this … end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of …

Purpose This paper aims to examine brand-generated communities from the community managers’ point of view and … investigate how social media influences managerial perceptions, attitudes and practises around brand communities. Design … on how the term “brand community” has evolved throughout the years and transformed in the social media environment …

contributing to closing the scientific gap as to an inter‐regional brand development conceptualisation. Design …

Purpose – This research aims to clarify the nature of the links between brand architecture and brands portfolio … truly been asked; and yet the major role of brands raises the question of brand optimisation and balance at the core of an … organising and utilising brands. Findings – This work shows that brand architecture corresponds, in its essence, to a …