...Maribel Suarez; Russell Belk Purpose The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance...

...Mikael Andéhn; Patrick L’Espoir Decosta Purpose Recent research has shown that the country-of-origin (COO) effect – the influence on consumers’ attitudes and purchase behavior derived from a brand’s perceived association with a country – is inextricably linked to consumer perception. The purpose...

...Arry Tanusondjaja; Luke Greenacre; Melissa Banelis; Oanh Truong; Taylah Andrews Purpose – International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key differentiators between developed...

...Dr Catherine Demangeot, Professor Amanda J. Broderick,Professor C. Samuel Craig; Yuri Seo; Margo Buchanan-Oliver; Angela Gracia B. Cruz Purpose – Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been...

.... The influence of conspicuous value on luxury purchase intentions will be significantly higher among consumers in eastern emerging markets than consumers in western developed markets. While conspicuousness is related to external displays of wealth, O’Cass and McEwen (2004) suggest that luxury brands may...

... branded goods that are seeking to penetrate East Asian markets or seek to serve East Asian consumers. Specifically, to assist with developing suitable brand positioning, products, services, communications and pricing strategies. Originality/value This study contributes to our understanding...

.... The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between‐subjects factorial design. Findings The results suggest...

...Marshall S. Jiang; Bulent Menguc Purpose The purpose of this paper is to study brand embedded licensing (technology licensing and brand licensing combined) and its theoretical difference from standard licensing (technology licensing only). The following research questions are asked: What makes...

...Jean‐Claude Usunier Purpose The purpose of this paper is to comment on Magnusson et al.'s paper. Rather than entering into the COO (country of origin) relevance debate, the author observes the shift from manufacturing to brand origin and outline consequences for future COO research...

...Anders Bengtsson; Fleura Bardhi; Meera Venkatraman Purpose The brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to challenge this thesis by empirically examining whether and how...

...Keith Dinnie; T.C. Melewar; Richard Lee; Jane Klobas; Tito Tezinde; Jamie Murphy Purpose The purpose of this paper is to draw on self‐categorisation theory and nation branding to investigate the social identities and influences which underpin consumer preferences for national brands. Design...

...Keith Dinnie; T.C. Melewar; Marc Fetscherin Purpose A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based...

...Keith Dinnie; T.C. Melewar; Keith Dinnie; T.C. Melewar; Kai‐Uwe Seidenfuss; Ghazali Musa Purpose This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies...

... antecedents namely, the socio‐psychological, brand and situational antecedents. Design/methodology/approach The paper employed a cross‐sectional, survey‐based methodology. The British sample included 271 respondents residing in the Southeast of the UK. The Indian sample included 273 respondents residing...

... on ad and brand evaluation among Australian, Chinese and US consumers. Design/methodology/approach The paper adopted a three (Australia, China and the USA) × two (male or female model) × two (low or high level of sex appeal) between‐group factorial design. Findings Australian, Chinese and US...

...Paul Chao; Michael Polonsky; Colin Jevons Purpose There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper...

...Begoña Jordá‐Albiñana; Olga Ampuero‐Canellas; Natalia Vila; José Ignacio Rojas‐Sola Purpose The purpose of this paper is to identify the key features of an identity standards manual and assess the differences in the rules used for applying the brand to both low‐ and high‐context cultures...

...Joseann Small; TC Melewar; Jong Woo Jun; Hyung‐Seok Lee Purpose The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two...

...Joseann Small; TC Melewar; Ho Yin Wong; Bill Merrilees Purpose The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms...

...Joseann Small; TC Melewar; Julien Cayla; Giana M. Eckhardt Purpose This study aims to analyze Asian branding strategies at the regional level, and provide a map of opportunities and challenges for Asian regional branding. Design/methodology/approach The study takes, a multi‐sited interpretive...