Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers. Design/methodology/approach – First, the article presents a distillation of current...

Purpose – With brands being an important source of competitive advantage, knowledge of branding is needed to inform their management. After reviewing the literature, the article aims to report the findings of a case study that investigated the role of branding in the industrial purchase of...

Purpose – The purpose of this paper is to report the findings of a research study that sought to identify the key dimensions of luxury from a UK consumers’ perspective. Design/methodology/approach – The project was empirical in nature and based on a two-stage methodology that involved a...

Purpose – This paper seeks to address a gap in the literature relating to crisis brand management in emerging markets. Design/methodology/approach – The study is based on secondary research and 15 qualitative depth interviews with mothers living in Beijing. Findings – The study found that...

Purpose – This paper aims to explore the service quality concept in the context of the rapidly growing Chinese language training market. Design/methodology/approach – The study is based on a mixed methodology that includes secondary research, eight qualitative depth interviews, and a...

Value chain governance (VCG) strategies have important marketing implications for specific wine and agri-food products that used GIs in Italy and UK. There are many challenges surrounding the prevailing trend or movement towards the adoption of exclusive quality standards and distinctions in the...

This paper presents new insights into the growth of small and medium-sized enterprises (SMEs) engaged in vertical inter-firm relationships. It adopts a processual and resource-based perspective and focuses on the experiences of fresh produce businesses which have achieved high rates of growth...

Purpose – With brands being an important source of competitive advantage, knowledge of branding is needed to inform their management. After reviewing the literature, the article aims to report the findings of a case study that investigated the role of branding in the industrial purchase of...