Purpose – The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for developing and managing inter‐regional brands, hence contributing to closing the scientific gap as to an...

Purpose – This research aims to clarify the nature of the links between brand architecture and brands portfolio. Although these two themes have been the focus of significant research, the question of a link between the two concepts has not truly been asked; and yet the major role of brands...

Purpose – The purpose of this paper is to propose and test a conceptual framework specifying the multidimensional role of involvement and perceived risk in brand extension domain. Design/methodology/approach – A survey research design was applied to test the proposed hypotheses. Three...

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction...

Purpose – The purpose of this paper is to explore the value of the artist's authentic identity in fashion design and art collaborations and evaluate the efficiency of collaborative brand projects. Design/methodology/approach – Through the case study approach, this paper explores the attempts...

Purpose – The purpose of this paper is to examine how several aspects of supplier category management policy might affect category sales performance at Korean supermarkets. Design/methodology/approach – Aggregated (market‐level) Nielsen time‐series category management and sales data for...

Purpose – Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which...

Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country. Design/methodology/approach –...

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character...

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was...