Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering … BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating … brand attributes, and underlining brand dynamics in the competitive marketplace. Findings – The study argues that the …

luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical … country of origin, consumer dissatisfaction with service, and negative stereotypes of luxury brand users are potential … antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers …

Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its … presented that maps four alternative views on corporate brand images and market dynamics in relation to corporate branding …. Findings – Corporate brand evolution is suggested as a way of including consumers' everyday brand image constructions and re …

refining brand image and meaning. Design/methodology/approach – Dewey's dialectical method of holistically combining tensions … such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings … how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic …

prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands … across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will …

Purpose – The purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs … included experimental and control groups. Findings – The findings show the congruity of the extension with the family brand is … an important factor, the absence of which increases the chances of dilution of the family brand. Perceived success …

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 … conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality …