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....

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – Scans the top 400 management publications in the world to identify the most topical issues and latest...