Considering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and...

Brand extensions have been developing for the last decade as one of the most important growth strategy. This paper tries to point out some of the basic issues and outline the main advantages and disadvantages involved, as well as the key elements when evaluating brand extension opportunities and...

A brand is an extremely valuable intangible asset to any company and it communicates a set of values to its customers, employees, investors, and other stakeholders. Changing that identity or a part of it must be seen as a serious strategic decision, requiring careful planning. A rebranding...

The use of partial least squares structural equation modeling (PLS-SEM) has been gaining momentum in family business research. Since the publication of a PLS-SEM guidelines article in the Journal of Family Business Strategy’s special issue on “Innovative and Established Research Methods in...

With the increasing prominence of partial least squares structural equation modeling (PLS-SEM) in business research, the use of latent class analyses for identifying and treating unobserved heterogeneity has also gained momentum. Researchers have introduced various latent class approaches in a...