The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction...

Purpose – The purpose of this paper is to explore the value of the artist's authentic identity in fashion design and art collaborations and evaluate the efficiency of collaborative brand projects. Design/methodology/approach – Through the case study approach, this paper explores the attempts...

Purpose – The purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign. Design/methodology/approach – The paper presents a conception of integrative brand management and a case analysis. Findings –...

Purpose – While the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the...

Purpose – The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for developing and managing inter‐regional brands, hence contributing to closing the scientific gap as to an...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand. Design/methodology/approach – This paper...

Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks. Design/methodology/approach – The paper is based on an extensive theoretical study of innovation and growth approaches combined with...

Purpose – The primary purpose of this study is to illustrate an analytical method to identify tangible and intangible customer values and to translate those values into brand identity differentiators and product specifications. Design/methodology/approach – The authors adapt a product...