...Sena Ozdemir; Suraksha Gupta; Pantea Foroudi; Len Tiu Wright; Teck-Yong Eng Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives...

... involvement in social responsibility initiatives to enhance their brand values. Design/methodology/approach An inductive approach was used in this study to identify the motives and challenges related to corporate social responsibility (CSR) activities. The research design uses a qualitative approach where...

... knowledge Band affinity Market trends Brand value Ananya Rajagopal can be contacted at: ananya_rajagopal@yahoo.com 03 12 2017 01 03 2018 14 03 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Many vogue brands have...

...Beate Elizabeth Stiehler Purpose The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market. Design/methodology/approach An extant segmentation approach...

...Veronika Tarnovskaya; Galina Biedenbach Purpose The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets. Design/methodology/approach...

... to influence the celebrity and brand when paired in an endorsement context. © Emerald Group Publishing Limited 2015 Brand associations Authenticity Brand value Celebrity endorsement Corporate and celebrity brands Hierarchical value mapping Marketers and brand managers recognize...