Purpose – The purpose of this paper is to identify the influences of mistrust and recommend actions that managers can take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied extensively on a micro level to assess a wide variety of...

Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family firm context and to identify future research directions by reviewing and structuring the existing literature. Design/methodology/approach The potential consequences of being a...

Purpose The paper aims to examine the nexus between perceived relational benefits and brand engagement within a restaurant setting in a developing economy context. Design/methodology/approach This paper used a survey research design, obtaining data via self-administered questionnaire from 500...

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...

Purpose – This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding. Design/methodology/approach – In this qualitative work an historical methodology was followed and, according to Howell and Prevenier's...

Purpose – The purpose of this paper is to explore how AACSB might better position itself through brand management. Design/methodology/approach – The paper attempts to offer suggestions on a different branding strategy for AACSB Findings – The paper suggests that AACSB establishes different...

Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the...

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to explore the employment of ambassador networks as a place marketing and place development tool. This is done by identifying various kinds of networks, understanding how networks...

Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach – A conceptual discussion and a framework are presented that maps four alternative views on...