Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability....

Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands. Design/methodology/approach – Reviewing the previous research studies,...

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS,...

Purpose – The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical incidents approach to interviews with a small sample of...

Purpose – The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage with fundamental human psychology. The study reported here is based on consumer imagination theory, which aims to...

Purpose – This study seeks to draw on the theories of personality to investigate antecedents and outcomes of consumer coping in instances of service failure. Specifically, the authors focus on the effects of emotional intelligence and self‐efficacy on three coping strategies – active,...

Purpose – The purpose of this paper is to examine the relationship between distributive, procedural, interpersonal and informational justices on switching intentions. Design/methodology/approach – Data were gathered on distributive, procedural, interpersonal, informational justices and...

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...