Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms...

Purpose – The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of international marketing strategy, financial...

Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely...

Purpose – This paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation. Design/methodology/approach – A quantitative study is undertaken. The sample of firms surveyed included...