...Jasmina Ilicic; Stacey Brennan Purpose Brand names are crucial to a brand’s identity, in building brand resonance and creating customer-based brand equity. This study aims to introduce religious brand names as a novel brand name creation strategy. Design/methodology/approach Four experiments...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; D.J. Griff Round; Stuart Roper Purpose Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products...