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 – In the last 15 years, Nigeria has developed a feature film industry based on video and video compact disc distribution which currently produces over 600 films a year making Nigeria (in terms of numbers) one of the largest film producing nations in the world. English language films...

The erosion in the authority of brands within consumer markets brings into question the orthodoxy of traditional marketing practices across all markets. Argues that corporations urgently need to redefine how they build and manage brand equity along the supply chain. The management activities and...

Purpose – The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand. Design/methodology/approach – The experimental study was based on a 4×2 between‐subjects design, with four levels...

Purpose – The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery. Design/methodology/approach – A survey was developed to evaluate winery tasting room...

Purpose – The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries. Design/methodology/approach – The case describes an approach to new product development and promotion. The...

Purpose – This paper seeks to use branding literature to understand the rise and fall of GM's brands. Design/methodology/approach – The approach takes the form of presenting a case analysis using secondary sources covering GM's brands and products, managerial leadership, and market and...

Purpose – The purpose of this article is to describe a method of assessing brand equity quantitatively. Design/methodology/approach – The article describes an example of analysis using publicly available financial data to assess brand equity. Findings – Brand equity measurement has been an...

Discusses and contrasts the theories of double jeopardy and brand equity. A model of attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to reconcile the two theories. Results of a study designed to test the model are presented. Results indicate support for both...

The paper focuses on how Nestlé, the Swiss based food multinational, is attempting to reinvigorate its long established British sub‐ house brand Crosse & Blackwell so that it can spearhead the company presence in key sectors of the UK food market. Brand bonding, the process which involves the...