...Jose Figueiredo; Vasco Eiriz Purpose This article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances...

...Alexandros Apostolakis; Shabbar Jaffry; Faye Sizeland; Adam Cox Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective...

...Chris Halliburton; Stephanie Bach Purpose The purpose of this paper is to propose an integrated conceptual framework showing how corporate brand equity is generated. It builds upon a number of previous studies which have focused upon specific aspects of brand equity and integrates these within...

...Balakrishna Grandhi; Jyothsna Singh; Nitin Patwa Purpose A retail brand is an asset of value to the stakeholders. Nurturing it enhances quality and stability of earnings. Franchising it across emerging countries provides an opportunity for growth. The challenge, however, is to ensure...