Purpose - The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance. Design/methodology/approach - The methodology is based on a multi-case analysis of interviews conducted with five BG enterprises in which it...

Purpose – The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed. Design/methodology/approach – From the literature, the existing state of the theory of corporate...

Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...

Purpose – Brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. Research typically approaches such communities as collections of highly homogenous members but generally fails to recognize them as individual persons with their own idiosyncratic...

Purpose – The paper aims to investigate the impact of ruthless image on the attractiveness and connectedness of corporate brands. It proposes a model that trust mediates the influence of a ruthless image on these outcomes. The study aims to build upon previous theory which suggests that not...

Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands....