Purpose – The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences. Design/methodology/approach – A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential...

Purpose – The purpose of this paper is to describe company renaming as a process among small firms, including the events and actors in and the reasons for company renaming. Design/methodology/approach – The study presents an interpretative narrative process research approach. The empirical...

Purpose – The purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for internal and external stakeholders of a focal brand. Second, a typology of brand meaning gaps, characterised by...

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 purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand. Design/methodology/approach – The branding literature hints at multiple stakeholders but most studies take a single stakeholder perspective. A two‐stage...

Purpose: The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal branding. The main aim is to understand...