Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand … acquisition for brand portfolio expansion? Design/methodology/approach – A multilevel interdisciplinary conceptual model is … developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions …

perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand …/methodology/approach – A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using … established. Findings – Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly …

Purpose – The paper aims to track the development of service dominant logic (SDL) applied to brand management and … suggests how brand managers can use service concepts, based on service‐dominance logic, to develop their new and differentiated … relationship is the most important element in brand management. Relationships can take many forms based on the partners. While …

Purpose – In the literature, the question of how the strategies of brand portfolios affect performance remains open and … international brand portfolios as well as issues specific to each of these phases. Design/methodology/approach – This article relies … operational movements that led to the reduction of the P&G brand portfolio in the laundry category. The authors then compare them …

managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management … different countries and operate in really diverse business sectors the classical brand management theories and many of their …

Purpose – This study seeks to explore the value of using brand alliances, or co‐branding strategies, to influence … consumer perceptions of new brand extensions under circumstances where the firm (parent brand) introduces new products that … will be targeted to product categories within which the parent brand has a low initial degree of perceptual fit. Design …