Purpose Storytelling is claimed to be an effective way of communicating corporate strategy within organisations. However, previous studies have tended to focus holistically on storytelling in organisations rather than investigating how different groups may use and be influenced by stories. The...

Purpose – The research aims to investigate the nexus between retailer corporate brand and sustainability practices. The literature linking these areas is relatively sparse. The point of departure is an existing conceptual model, to which another antecedent, customer perception of retailer...

Purpose – The paper's aim is to determine, by means of an extensive exploratory study and the metaphorical use of a molecule, the set of dimensions and facets that exist in people's minds in regards to a country brand, and at the same time to compare the results with the dimensions used by...

Purpose – This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns. Design/methodology/approach – A series of four studies developed...

Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by...

Purpose – The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this measurement scale and the use of social...

Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...