...Monica Chaudhary; Alberto Lopez; Rachel Rodriguez Purpose The purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon...

...Zahy Ramadan; Maya F. Farah; Armig Dukenjian Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while...

... messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight...

... the high number of respondents who had not visited Finland, the analysis focused on non‐visitors. Six hypotheses were formulated based on existing theory. Findings Awareness is a key indicator of people's knowledge about the existence of a country. Branding may be an elementary tool in enhancing...

... is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth. Research limitations/implications As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary...

...Jesus Camra‐Fierro; Edgar Centeno; Edgar Centeno; Susan Hart Purpose This paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands. Design/methodology/approach As a means to build some understanding about...

... on media genre and product type. These three mass media were selected because they are saturated with images of and information about branded products, and as a result, placed brands enjoy high profile, distinctive qualities, and attractive images in the minds of the public (Hirschman and Thompson...

...R.K. Srivastava Purpose The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil...

...Maktoba Omar; John Ensor; Collins Osei; Ayantunji Gbadamosi Purpose The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments. Design/methodology/approach...

...Maktoba Omar; John Ensor; Victoria L. Rodner; Maktoba Omar; Elaine Thomson Purpose The purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of Venezuela and Thailand alongside art...

...Maktoba Omar; John Ensor; Robert Hinson; N. Owusu‐Frimpong; Julius Dasah Purpose This paper seeks to determine from the standpoint of undergraduate students, service‐quality dispositions of bank brands operating in Ghana; in respect of customer service (human interaction), service knowledge...

...Maktoba Omar; John Ensor; Tendai Chikweche; Richard Fletcher Purpose The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP. Design...

...Maktoba Omar; John Ensor; Jason Ryan; Sari Silvanto Purpose This paper aims to explain the emergence of the World Heritage Site (WHS) designation as a de facto brand. Branding provides a framework for managing the image of a place and is an important component of destination marketing...

...Christopher Marchegiani; Ian Phau Purpose This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase intention. Design/methodology/approach A total of 292 respondents exposed...

...Rafael Bravo; Nina M. Iversen; José M. Pina Purpose This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies. Design...

...Stanley Paliwoda; Dorota Mielewczyk; Tomasz Czuba Purpose The purpose of the study is to examine “Poland the brand”, a project which has been funded to ascertain whether Poland had identifiable, quintessentially Polish, products of national origin, that if promoted could help improve Poland's...

...Peter Jones; Daphne Comfort; Colin Clarke‐Hill; David Hillier Purpose The purpose of this paper is to explore the emergence and development of experience stores and to consider their potential role in fostering consumer brand relationships and their impact on the retail landscape. Design...

...Noel Dennis; Gretchen Larsen; Michael Macaulay; Tony Patterson; Stephen Brown Purpose Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways...

...John Aydon Simmons Purpose The purpose of this paper is to offer a rationale and a method for aligning external and internal brands within an integrated marketing strategy that recognises stakeholder expectations of a more socially responsible approach. It demonstrates the benefits of viewing...

... Keen is known for its premium scented candles, but it is seeking to expand into the personal care market by creating their own line of skin care products and complementary accessories. Cloon Keen believes their handcrafted candles could provide a platform for developing a lifestyle brand. This paper...