This study explores the relationships between two central elements of marketing communication programs — advertising and sales promotions — and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals' attitudes toward the...

This special issue contains fifteen articles developed from presentations at the sixth annual Thought Leaders’ International Conference on Brand Management, held at Università della Svizzera italiana in Lugano, Switzerland in April 2010. The conference received 154 submissions and following a...

Purpose – The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers ' responses using data from two European countries. Design/methodology/approach – Hypotheses were tested using structural...

Purpose – The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product, the gift, the relationship between the product and the gift, and consumer traits and perceptions....

Purpose The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different dimensions of brand identity management influence employees’ attitudinal and behavioural responses....

Purpose – The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach – Data were collected in three European countries: Spain, UK, and...

Purpose – This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi‐dimensional concept consisting of brand awareness,...

Purpose – The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the...