..., positively impacts the intention to purchase second-hand fashion products on consumer-to-consumer (C2C) platforms. The study also examines the relationship between motives and purchasing intention when brand knowledge exists and when it does not. Design/methodology/approach A total of 328 consumers...

...Cleopatra Veloutsou; Estefania Ballester Purpose The extensive brand associations research lacks organisation when it comes to the used information cues. This paper aims to systematically map and categorise the brand knowledge associations’ components and develop a typology applicable to any brand...

... brand across different stakeholder perspectives. Design/methodology/approach This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks...