Purpose – This paper seeks to examine the effects of mentoring and organizational justice on auditors' relationships with their non‐mentor supervisors. While having a mentor should cause higher quality protégé auditors and their non‐mentor supervisor relationships, organizational justice...

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 – The purpose of this paper is to discuss the essential components of a brand metrics strategy and application of brand scorecard as an integrated approach to measure the overall performance of brands. Tools for brand performance measurement are integrated by firms into brand...

Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands. Design/methodology/approach – Reviewing the previous research studies,...

Established corporate brand research has two significant weaknesses. The first is the lack of empirically based research behind the theory. The second is the “over‐quantification” of research methods to deal with marketing topics concerning consumers” beliefs, perceptions and values....

In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely...

Purpose – The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy. Design/methodology/approach – A prior study of Kohli and LaBahn covers the formal brand naming process and gives insights into brand name...

Purpose – The purpose of this research is to identify non‐sector‐specific brand and reputation‐based factors that distinguish successful entrepreneurs and small to medium‐sized enterprises (SMEs) from their larger counterparts. These distinguishing factors provide the building blocks...

Purpose – Based on Greimas' contributions in 2002 and on qualitative research, this paper aims to focus on a semiotic analysis of the meaning of nostalgia related to products and brands. Design/methodology/approach – This paper involves a two‐stage interview process. Informants were...

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS,...