...Pramod P. Iyer; Audhesh K Paswan; Arezoo Davari Purpose – The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child. Design/methodology/approach – First, secondary database...

...Herbert Jack Rotfeld Purpose This paper seeks to discuss the conceptual problems of family brands, and how conflict of images can work to the detriment of the entire line. Design/methodology/approach Case examples are presented of a few brands that keep different “levels” of product quality...

...R. Bravo Gil; E. Fraj Andrés; E. Martínez Salinas Purpose The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising...