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 – The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management. Design/methodology/approach –...

Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the...

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to explore the employment of ambassador networks as a place marketing and place development tool. This is done by identifying various kinds of networks, understanding how networks...

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...

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 –...