...Jegan Jayapal; Harishree C Purpose This study aims to investigate the impact of brand placements in reality shows on viewer perceptions. Specifically, it aims to explore whether the brand image of a reality show influences the credibility of these placements and how viewers respond...

.... Design/methodology/approach This study proposes a conceptual model of rebranding based on identity–image dynamics. The authors have conceptualised rebranding as a comprehensive change of existing brand identity triggered by a construed brand image discrepancy. Findings This study characterises...

... loyalty” becomes a ground to compete over and for which they use a large portion of their budgets on advertising – name and logo recognition – or on cheap prices rather than competitive prices. Stores Brand image Retailing India Unfortunately, these approaches have severe limitations...

...Lubna Nafees; Omkumar Krishnan; Tim Gore; Thomas Varghese Purpose The purpose of this paper is to highlight the fact that brand image creation is an elaborate and long‐term activity through consistent strategic initiatives and the importance of understanding customer expectations and delivering...