EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas. By revisiting past special editions of the EJM devoted to corporate-level concerns, a key aim of this e-book was to provide a platform whereby integrative...

Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming....

Purpose – The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a...

Purpose – This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and...

Purpose – This paper aims to examine how visual and haptic package design characteristics singularly and jointly affect consumers' brand impressions. Design/methodology/approach – Integrating and extending design perception with congruence and fluency theories, the paper presents three...

Purpose The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer...

Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands....

Purpose – Counterfeiting has become a significant economic phenomenon. Increased demand for counterfeit branded products (CBPs) makes the study of determinants of consumers CBPs purchase behaviour more worthwhile than ever before. Existing studies have largely neglected brand influence on...

Purpose – Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why...