...Paula Rodrigues; Ana Brochado; Ana Sousa; Ana Pinto Borges; Isabel Barbosa Purpose This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the factors...

...Essi Pöyry; Salla-Maaria Laaksonen Purpose In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive...

...Hyun Young Park; Sue Ryung Chang Purpose This research investigates when and how brands influence attribute importance weights. Most past studies modelling consumer decision processes treated the brand of a product as an attribute parallel to the price, color or size of a product, and as a result...

...Mark Avis; Isaac Levi Henderson Purpose This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach This paper combines...

...Kimmo Taiminen; Chatura Ranaweera Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach...

...Kevin Lane Keller Purpose The purpose of this note is to provide some brand strategy perspectives to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth...

...Gerard J. Tellis Purpose This commentary aims to enrich and contextualize the paper by Sheth and Koschmann, “Do Brands Compete or Coexist?” How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth...

...Jagdish Sheth; Anthony Koschmann Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand...

...Sanne Frandsen; Manto Gotsi; Allanah Johnston; Andrea Whittle; Stephen Frenkel; André Spicer Purpose The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make...

...Kevin Voss; Mayoor Mohan Purpose The purpose of the this paper is to correct a deficiency in the published literature by examining the share price performance of firms that own high-value brands in uptrending, downtrending and sideways markets. Design/methodology/approach The authors examined...

... olds in six diverse schools across England, Scotland and Northern Ireland. Transcripts were coded with NVIVO10. Analysis was guided by the three elements of SPT: materials, meaning and competence. Findings – Branded technology products and clothes consistently combined with both the socially...

...Darren Andrew Coleman; Leslie de Chernatony; George Christodoulides Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology...

... to preexisting brand perceptions (e.g. brand recognizability and likeability) and is mediated by dual causal channels: by increasing expectations about the company’s financial returns and by increasing affective attachment with the company’s products. Research limitations/implications – The findings...

... of the perceived risk associated to the purchase of a store brand over a manufacturers’ brand, and the direct effect of those variables on the perceived unfairness of manufacturers’ brand prices. Design/methodology/approach – A mall-intercept survey of 600 shoppers in Colombia (South America) gathered data...

...Albert M. Muñiz Jr; Toby Norris; Gary Alan Fine Purpose – In recent years, scholars have begun suggesting that marketing can learn a lot from art and art history. This paper aims to build on that work by developing the proposition that successful artists are powerful brands. Design...

...John Dawes Purpose – There is increasing managerial and academic interest in understanding behavioural loyalty to private label (PL) brands. A widely used behavioural loyalty measure is share of category requirements, or “SCR”. This study aims to examine why some PLs enjoy higher levels of SCR...

...Yen-Tsung Huang; Ya-Ting Tsai Purpose – Building a strong brand is an important way to build a competitive advantage in the marketplace. Brand-oriented companies regard their brands as strategic resources, and they create value and increase competitiveness by building a strong brand. However...

...Cam Rungie; Mark Uncles; Gilles Laurent Purpose – This paper aims to extend a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures...

...Alan French; Gareth Smith Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of consumer based brand equity (CBBE). The authors' aim is to address this gap by developing a new, consumer-based measure of brand association strength...

... as effects of brand image since other known influences on churn (satisfaction, switch costs and demographics) have been controlled for in the design. Research limitations/implications – Further research is necessary in order to single out which brand aspects are responsible for the effects of brand...