Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits....

Cтатья посвящена важному аспекту эффективного развития предпринимательства — брендингу и бренд-менеджменту. Являясь важнейшим нематериальным активом...

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed. Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand...

Purpose – The purpose of this paper is to examine the question, “should national brand manufacturers produce private labels?”. Anecdotal evidence shows that though this is a common question for managers in different industries and countries, managers and companies react differently to it....

Purpose – The purpose of this article is to demonstrate to advertising professionals and students with an interest in marketing how one of the largest and most successful advertising companies in the world operates. Design/methodology/approach – Provides a discussion and interview Findings...

Purpose – This study aims to exploit the match‐up effect to fashion collaborations by distinguishing the consumers' fit association at a cognitive and attitudinal level. It seeks to investigate the mediating role of the match‐up perception by identifying the antecedents of match‐up...

Purpose – The purpose of this paper is to understand the motivations that lie behind the choice of the “temporary store” as a marketing tool, with particular reference to the fashion sector in Italy. In the UK and the USA, the more usual terminology is “pop‐up store”....

Purpose – In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations...

Purpose – The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management. Design/methodology/approach –...