...Morteza Khojastehpour; Ahmed Shahriar Ferdous; Michael Polonsky Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated...

...John M.T. Balmer; Shaun M. Powell; Wim Elving; Joachim Kernstock; Tim Oliver Brexendorf Purpose The authors propose applying Habermas's “theory of communicative action” (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose...