Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program …. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of … satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The …

Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family … perception are depicted. Afterwards the literature considering brand management research in family firms is reviewed … the effects of being a family firm on the organization and its stakeholders highlights the relevance of conducting brand …

States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of …’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed … to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes …