Purpose – Brand management in small to medium‐sized enterprises (SMEs) is an area of study in its infancy. Although … considerable literature has been published about brand management in general, all theory and case studies are based only on …. Striking results were obtained from this exploratory research. Findings – The paper shows the reader what the role of brand …

Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on … consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is … proposed as an important moderator variable in determining feedback effects on attitude to the parent brand. Design …

the associations between brands. Design/methodology/approach – Brand extension, co‐branding and other associative … relationships, that of the customer and that of the brand owner, i.e. what is seen at the point of transaction and what is expressed … by the various brand constructors. Two key perspectives on brand relationships are used that of the customer and that of …

on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to … examine the impact on sales levels and both brand and category loyalty of a major product confidence crisis. Sets out to deal … to brand management during crisis situations. Then reports on findings from an investigation of New Zealand consumer …

concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand … cultural reading of the co‐brand in question, before proceeding to make a “neo‐Freudian” analysis of the potentially … cultural and commercial sign of the co‐brand as to make a bold leap and provide a daring reading of a seemingly innocent co …

and technology congruence in consumers' perceptions of brand extensions. Design/methodology/approach – A series of … relationships between technological congruence and consumer evaluations of brand extensions is proposed. Regression analysis and a … brand technology effect. However, this technology content effect is moderated by the congruence/incongruence of the levels …

authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity … requires brand managers to downplay their overt marketing prowess and instead locate their brands within communities and sub … implications – Brand managers must open up their brands to members of a community, downplay their overt marketing prowess, and …