Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and …. Findings Results show that brand typicality and brand name and product appearance manipulations impact brand evaluation and … categorization. Regarding brand evaluation, under high typicality conditions, any manipulation of brand name and/or product …

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to … the place brand as a “relational brand network”, extending place branding beyond a matter of just one‐way communication … brand management. Originality/value – Research on the application of ambassador networks in place marketing seems to be …

for place brand management. Design/methodology/approach – The paper is based on theoretical insights drawn from the …. Findings – The paper arrive at three different roles played by the residents: as an integral part of the place brand through … their characteristics and behavior; as ambassadors for their place brand who grant credibility to any communicated message …

challenges the use of a “one size fits all” city brand, which is still common practice in many places. The paper proposes that … integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings The article … advanced brand management including target group-specific sub-brands is needed. Practical implications The model will be …

with different brand images. In particular, the study explores differential eWOM impacts across several brand types and … extension categories. Design/methodology/approach An experiment with 2 (brand image: prestige/function) × 2 (category similarity … different types of brand extensions. A total of 268 subjects from a public university in the Southwest participated in the study …