Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a brand's position and the form of innovation available to a firm, surprisingly...

his paper examines the relationships between consumers' country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis. Results from mall-intercept surveys conducted in an Australian state capital city...

The literature on multinational companies (MNCs) seems to assume that when a company is centralised, it also implements identical marketing strategies. In other words, centralisation and marketing standardisation are assumed to be correlated. There is, however, very little empirical evidence to...

Purpose: The purpose of this paper is to examine how the material nature of legacy technology makes its users passionately prefer it over its digital alternatives. Design/methodology/approach: This ethnographic study uses data from 26 in-depth interviews with vinyl collectors, augmented with...