Purpose: This article explores the symbiosis between the fields of responsible leadership and purpose-driven brand building to offer a new, integrated perspective along with strategic guidelines for implementation by leaders in Africa. Design/methodology/approach: This conceptual paper is based...

The main purpose of this paper is to identify and investigate the factors that influence the building and managing of luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors: accommodation quality, quality of gastronomy offers, premium...

Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of...