positive psychological capital (PPC), employee service-oriented organizational citizenship behavior (SOOCB) and customer brand …

Purpose This paper aims to provide a comprehensive understanding of how brand management research has evolved to inform … journals, over the past 20 years was undertaken. Focusing on papers with an emphasis on the brand, as reflected in the title …, over 263 articles were reviewed. Findings In contrast to the more established mainstream literature, brand management …

of involvement and perceived risk in brand extension domain. Design/methodology/approach – A survey research design was … applied to test the proposed hypotheses. Three hypothetical extensions of a real brand were selected. A total of 101 … dimensions in brand extension evaluation. Findings – Results indicate that consumers evaluate brand extension more favorably when …

‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this … brand relates to individual destinations through brand architecture. Design/methodology/approach – Branding is a deliberate … co‐branding, with the related concepts of perceived fit, brand architecture as well as existing techniques.  …

brand meaning is constructed. Design/methodology/approach – Conceptual implications are drawn from an analysis and … discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives. Findings – Brand managers are … progressively losing control over the multiple sources of brand meaning. Brand meaning is co‐created during the consumer‐brand …

will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as … the relationships among their brand identification, brand commitment and brand loyalty. Design/methodology/approach – On a … the brand promise. As employees' brand commitment does not have a statistically significant relationship with employees …

practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this … key OBC dimensions (brand orientation, internet‐use, funding and governance) are identified and three antecedents (brand …

Research conducted over the last decade, on the influence of brand inertia or variety seeking on promotional response … time. Although consumers evaluate price promotions differently according to whether the promoted brand is more or less … intrinsically favored than a reference brand, high and low variety seekers respond to brand comparisons differently, leading to …

The evidence for the reciprocal effects of a brand extension on its parent brand is unclear. An experiment was … conducted to investigate the impact of an extension's quality, its fit with the parent brand, and parent brand dominance, on … parent brand evaluation. The paper finds that extension quality and fit did not dilute parent brand attitude; in other words …