...Jie Xiao Purpose Research on brand purpose has largely focused on major corporations, with limited understanding of how small, resource-constrained brands enact purpose in identity-sensitive markets. This study aims to develop a purpose activation framework for micro-brands, explaining how...

... may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated). Design/methodology/approach Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either...

...Giuseppe Pedeliento; Mihalis Kavaratzis Purpose Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based...

...Ulla Hakala; Paula Sjöblom; Satu-Paivi Kantola Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how...