Purpose – Independent French wine producers are faced with excessive costs and a declining image of quality compared with their New World competitors. A confusing offer and weak brand identities also make their often poorly marketed products less attractive at the point of sale. As production...

The paper focuses on the assessment of practices reflective of relationship marketing and those that can be associated with “Asian values”. The argument that is often put forward is whether there really exists what can be regarded as “Asian values” since there are no common values in...

Purpose – The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer...

Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data...

Purpose – This paper aims to demonstrate the need to explore the image formation process to develop a more holistic definition of corporate image. Diminishing trust in managers has created increasingly negative perceptions toward corporations. Stakeholders are constantly evaluating and...

Purpose The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The paper incorporates three kinds of uses of corporate...

Purpose – This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their...