brand proposition. Design/methodology/approach – Interpretive phenomenological analysis and syllogisms, as a basis for … of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper …, it is proposed that brand theory could view brands as Muslims.  …

of involvement and perceived risk in brand extension domain. Design/methodology/approach – A survey research design was … applied to test the proposed hypotheses. Three hypothetical extensions of a real brand were selected. A total of 101 … dimensions in brand extension evaluation. Findings – Results indicate that consumers evaluate brand extension more favorably when …

identify the antecedents and consequences involved in the private brand purchase. Design/methodology/approach The study used a … antecedents that emerged out of the most frequently studied factors are grouped as determinants of store brand proneness. The …

lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and … source of brand value. A framework for brand management in a customer advocacy context is introduced and examples of … companies pursuing advocacy‐based strategies and practices are illustrated. Findings – Through careful brand management …

Purpose – In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model … of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand … consumers, in it and the implications of the concept for brand managers. Design/methodology/approach – The process model of …

consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published … segments. The term “global brand” is used extensively in business but its nature and scope are not understood by all. Global … dimensions based on their acceptance by consumers. One dimension is the brand's deliverable benefits relevant to its target …

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 …

created when focus is devoted to building brand equity through emphasizing a global consumer orientation.  …