Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character...

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was...

Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in...

Purpose The purpose of this paper is to review and extend previous work involving branding and website performance and aesthetics by applying a best-worst scaling (BWS) approach. Respondents were tasked with choosing the best and worst from 16-brand attribute statements representing website...

Purpose The purpose of this case study is to describe the Costa Rican coffee roaster and retail company Grupo Britt and provides sufficient information for readers to discuss the company's growth options in the US and Latin American markets. It has been prepared to facilitate discussion and...

Purpose – The economic slowdown that hit worldwide in 2008 led to a drastic decrease in real estate sales, especially in the luxury segment. This case describes how a premium real estate company in India overcame this downturn by strategic entry into a new market segment. It discusses the role...

Purpose – The purpose of the paper is to develop a concept and framework of integrative brand management through a case analysis of the international Dove campaign. Design/methodology/approach – The paper presents a conception of integrative brand management and a case analysis. Findings –...

Purpose – While the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the...

Purpose – The authors propose applying Habermas's “theory of communicative action” (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain suggestions for interactions derived from Jürgen...