Purpose – The purpose of this paper is to explore the mechanisms of consumer behaviour relating to corporate heritage brands. The aim is to clarify the internal logic of the brand heritage concept, and to build on the extant literature to provide a solid foundation for further scholarship...

Purpose: How organizations view, value and manage their place architecture in relation to identification and corporate identity has received little research attention. The main goal of this paper is to provide an integrative understanding of the relationships between corporate identity, place...

Purpose: This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and...

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised...