... as a central location through which stakeholders, ideas, resources and practices have been disrupted and re-imagined around the principles of sustainability. This fundamental shift in FGR’s place, changing its composition, character and reach, means that FGR can be conceptualised as a novel place synonymous...

...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...

... of consumers, dealers and frontline employees. Additionally, this study explores managerial views concerning the importance of corporate branding in relation to an organization and its stakeholders. One of the most important strategic decisions that managers make concerns positioning of a corporate brand...

... and external stakeholders of a focal brand. Second, a typology of brand meaning gaps, characterised by meaning assonance and valence, offers new insight for brand management strategy. Design/methodology/approach – The authors use case study methods to explore the research propositions about brand meaning...