... and Davis, 2017), the second objective of this study is to investigate the role of brand-cause fit in the immediate overall change in brand equity. Finally, since the trend for brands to be more social responsible is global, many firms emphasize building strong global brands rather than building multiple...

..., it is important to point that these positioning strategies are conceptually distinct from the country of origin of the brand and are not necessarily related to the brand’s global reach (Xie et al., 2015 ; Westjohn et al., 2016). For example, a global brand like Nike, which is simultaneously...

... consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses...

... with a discussion of implications and directions for future research. Brand meaning Global branding Brand name Logo design An executive summary for managers and executive readers can be found at the end of this issue. Our procedure replicates both studies of Klink (2003) in Mumbai...

... Marketing strategy Global branding Fiona Gilmore has written a welcome sequel to her successful Brand Warriors (Harper Collins, 1997). In Brand Warriors, Gilmore demonstrated the importance of commitment of brands and the active role of the CEO in managing brand warfare. While...