Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands. Design/methodology/approach – Reviewing the previous research studies,...

Purpose – The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical incidents approach to interviews with a small sample of...

Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach – A conceptual discussion and a framework are presented that maps four alternative views on...

Purpose – This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and...

Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands....

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice. Design/methodology/approach – Vargo and Lusch argue that service interaction comes from goods‐in‐use...

Purpose – The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run...

Purpose – The purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs associated with family brands. Design/methodology/approach – Hypotheses are developed and tested in a consumer survey that included experimental and control groups. Findings...

The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development...

Purpose – The purpose of the paper is to expand existing qualitative parameters in current marketing research discourse by integrating Barthesian theory into the study of subcultural marketplaces. Design/methodology/approach – While essentially conceptual in nature, this paper adopts a...