...Holger Joerg Schmidt; Nicholas Ind; Francisco Guzmán; Eric Kennedy Purpose This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach The paper uses focus groups, interviews...

... identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet...