Previous research regarding the effectiveness of signalling via brand name has focused on when and how brand-building costs will be recovered in future profit. In contrast to such a seller-incentive perspective, this study examines how the buyer interprets the signal via brand name, the...

Drawing on Clark and Marshall's [Clark Herbert H., Marshall Catherine R. Definite Reference and Mutual Knowledge. In: Joshi Aravind K., Webber Bonnie L., Sag Ivan A., editors. Elements Of Discourse Understanding. Cambridge, UK: Cambridge University Press, 1981.] theory of mutual knowledge, this...

Traditionally the management of brands has been entrusted to middle management. However, it is becoming increasingly apparent that brands are of such critical strategic importance, that they are more appropriately placed under the direct responsibility of senior management. Indeed, we believe...