...Valentina Mazzoli; Laura Grazzini; Raffaele Donvito; Gaetano Aiello Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand...

...İrem Eren-Erdoğmuş; Taşkın Dirsehan Purpose The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market. Design/methodology/approach Two leading coffee shop brands – one local and one global – were analyzed...

...Jasmina Ilicic; Cynthia M. Webster Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand...