Purpose – The paper seeks to explore key differences in the perceptions of parents and children towards branding, examining differences and potential implications. Design/methodology/approach – This study was conducted over a six‐month period utilising focus groups, a school census and a...

Purpose – This study seeks to investigate value branding in the fashion context and young consumer perceptions of, and attitudes towards, supermarket value branded clothing with a view to identifying potential barriers to adoption. Design/methodology/approach – A mixture of methodologies was...

Purpose – This study seeks to develop previous research into value branding by investigating potential misalignments between brand identity as intended by the brand owner, and the way in which the brand image is perceived by young consumers. Design/methodology/approach – Kapferer's model was...