Purpose – This study seeks to provide analytical insights into corporate brand‐rapture (CBR), its antecedents and consequences, and contributes to methodology for modeling CBRs. Design/methodology/approach – The paper defines the construct and develops a theory that explains how corporate...

Purpose – The purpose of this paper is to propose that “social demarketing” campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts. Design/methodology/approach – Volume segmentation and extremely frequent...

Purpose – The purpose of this paper is to describe inter‐firm marketing cooperation as a strategy by small and medium enterprise (SME) players in local systems of fashion firms. Design/methodology/approach – This case study research focuses on Italian leatherwear manufacturers that join...