Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score....

Cover -- Guest editorial -- True, fake and alternative: a topology of news and its implications for brands -- The truth (as I see it): philosophical considerations influencing a typology of fake news -- Brand management in the era of fake news: narrative response as a strategy to insulate brand...

Purpose – The purpose of this paper is to analyse web site brand communication by small to medium‐sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand personality dimensions. It shows how an SME can test its intended positioning against competitors....

Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the...

Purpose – To determine the impact of price on consumer decision making in online environments. Design/methodology/approach – Uses a conjoint experiment to investigate the trade‐offs customers make when choosing and to establish their relative weights in online and offline situations....

Purpose – This paper aims to investigate the relationship between a firm's “ICON” archetype, turbulence in its operating environment and its performance. Design/methodology/approach – A questionnaire‐based survey of 258 marketing managers in South Africa used a modified ICON scale to...

Purpose – This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution. Design/methodology/approach – Students are taken to 2005 when the Canadian Forces needed to increase...

Purpose – The purpose of this paper is to analyze an integrated marketing model that includes operations in the real and virtual worlds. Design/methodology/approach – The authors selected a marketing campaign conducted by a real world enterprise (Tourism Dublin) and examined the virtual...

The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context...