Purpose – The paper seeks to explore the phenomenon of the flagship store from the perspective of brand management and brand context within the luxury furniture sector. Design/methodology/approach – Adopts a case‐study approach, focusing upon Milan‐based furniture manufacturer and...

Purpose – The purpose of this paper is to consider sponsorship embedded within a brand strategy and how fit between the sponsor's and the sponsored brand provides a platform for the integrated communication of brand values. The importance of a service dimension to the brand in the form of...