This article investigates the linkages between brand authenticity, brand trust, and SME growth from a CEO perspective. Brand authenticity is operationalized as consisting of three factors: brand consistency, brand customer orientation, and brand congruency. The hypotheses derived in this paper...

Purpose – Sets out to report on lessons learned by carrying out a concept test in Thailand. Where appropriate, aims to compare the adopted approach with the “regular” way by which the reported company assesses the potentials of new products. Based on these reflections, the authors seek to...

As we progress through the 21st century, organizations - small, medium and large - are competing in an environment that is global in nature and scope, information rich and knowledge based. In compiling this e-book, the increasing role that brand, organizational identity and reputation occupy in...

Group decisions have taken a prominent part in strategic decision making but managerial research still lacks techniques to study these interpersonal processes comprehensively. Assuming that efficient decision making depends on shared cognitive structures within groups, an approach to analyze...

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 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 – The marketing of small‐ to medium‐sized enterprises (SMEs) can face many challenges, particularly for those operating within the creative industries. The purpose of this paper is to describe an inductive and exploratory case study approach to empirically investigate the issues...