Purpose – The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets. Design/methodology/approach – The authors...

Purpose: The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach: This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings: By...

Purpose: This paper aims to examine brand-naming decisions, along with other management decisions that affect tourist experiences, such as visitor tours and souvenir appropriation, in the context of a microbrewery located on a Greek island that remains heavily dependent upon tourism....

Purpose: This study aims to evaluate the significance of the corporate website favorability notion and examines its factors in developing competitive advantage in the context of retail and service settings in the UK and Russia. Design/methodology/approach: Based on the attribution, social...

Purpose: Purpose- This study aims to develop a comprehensive understanding of the relationship between waiters’ professional identity and its antecedents such as work interaction, identity interferences, stigma, standardisation brand, authenticity, extroversion and education. “Salience”...

Purpose: This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach: A qualitative approach was used. Ten interviews and four focus groups...

Purpose: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences...

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...