...Elodie De Boissieu; Damien Chaney Purpose The purpose of this paper is to explore the specific characteristics of consumers’ lived experience in a brand museum within a luxury context. While previous research has investigated this experience through the lens of brand heritage, the unique...

...Farhad Nazir Purpose The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media...

...Andrea Lucarelli Purpose This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and marketing for places. Design/methodology/approach By deconstructing the main assumption, which...

...S. Umit Kucuk; Samil A. Aledin Purpose This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are actively experiencing brand bullying. Potential impacts of brand bullying experience...

...Juliana Villegas; Ruben Guevara; Juan Esteban Escalante Purpose Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study...

...Naziyet Uzunboylu; Yioula Melanthiou; Ioanna Papasolomou Purpose It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes...

...Raphael Odoom; Bedman Narteh; Richard Boateng Purpose Given the significant contributions of small- and medium-sized enterprises (SMEs) across several economies, calls for investigations into their branding strategies are burgeoning. However, the literature is unclear, scattered and relatively...

..., provided that the consumer has a strong attachment to the brand. It is essential to understand the appropriation practices of consumers’ experiences, as these hold significant theoretical and managerial implications. According to Cova and Carù (2006) , people consume to live, that is to say...

...Benaliza Kuang‐Ying Loo; Chris Hackley Purpose The purpose of this paper is to explore the success factors behind four globally recognised Malaysian high fashion brands. The three main sub‐objectives are: to map the process of high fashion internationalisation onto the general retail...

... in respective cultures. Research limitations/implications Cultural branding can be revisited, as the new discourse generated in Asia envisions new entries into the global brandscape. Moreover, this endeavor helps explicate how a globalized trend is replaced with another through a paradoxical discursive...