...Alexander Farestvedt Hem; Magne Supphellen Purpose The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach Brand concept maps were used to identify three types of differentiation...

...Audhesh K. Paswan; Francisco Guzmán; Zhi Pei Purpose The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates...

... news to create a framework through which to understand fake company slogans. Findings Employees attend to two important dimensions of slogans: whether they accurately reflect a company’s (1) values and (2) value proposition. These dimensions combine to form a typology of four ways in which...