Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social...

Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations....

Purpose – The purpose of this study is to describe, analyse, and understand the emerging metaphors in brand management in the context of service brands. Design/methodology/approach – This article takes the form of a conceptual study. Findings – The silence metaphor illustrates the product...

Purpose – The purpose of this paper is to progress research on integrated communication management from its current debates on definitions and normative models to research‐based understanding of how integration works and is implemented at an organisation with a high level of integration....

Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main...

Purpose – With brands being an important source of competitive advantage, knowledge of branding is needed to inform their management. After reviewing the literature, the article aims to report the findings of a case study that investigated the role of branding in the industrial purchase of...

Purpose – This paper presents the approach of a one‐to‐one relationship for branding in business‐to‐business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the...

Purpose – Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity...

Purpose – This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive...

Purpose – Looks at which brands are best positioned for growth and why it is important to actively manage brands as a cohesive portfolio. Design/methodology/approach – Lists four key principles that the best practitioners of brand portfolio management should follow. Findings – The best...