Purpose – The purpose of this paper is to propose and test a series of precepts which explain the role of technology and technology congruence in consumers' perceptions of brand extensions. Design/methodology/approach – A series of relationships between technological congruence and consumer...

Purpose – The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers. Design/methodology/approach – Provides a viewpoint essay. Findings – Authenticity requires brand managers to downplay their overt...

Purpose – Since publication, Aaker and Keller's seminal paper on brand extensions has received acclaimed support and criticism. This paper aims to return to the original work and extend the frameworks presented to brand alliances. The study seeks to examine the dimensions used in the original...

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices. Design/methodology/approach – A comprehensive search of US marketing laws and regulations was conducted to find...

Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. Design/methodology/approach – The paper uses structural equation...

Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to...

Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension. Design/methodology/approach – A qualitative research technique was used...