Purpose – What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response of customers (and vice versa). This paper aims to identify how customer segments of one brand...

Purpose – This paper aims to identify how community members of a long‐established service brand, Club Med, negotiate the strategic decision made by management in 2002 to substantially alter the brand positioning. Design/methodology/approach – A mixed method approach relied on participant...

Purpose – The purpose of this paper is to introduce a tool for mapping how consumers' past experiences influence the consumer's present corporate brand image. Design/methodology/approach – A qualitative approach was used for analysing in‐depth conversational interviews collected on three...

Purpose – The purpose of this study is to investigate impacts of counterfeit branded products (CBP) ownership on branded products (BP) and to explore determinants of CBP purchase intention of both CBP owners and CBP non‐owners. Design/methodology/approach – Following four focus group...

Purpose – The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength. Design/methodology/approach – By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or...

Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand symbolism, target marketing, promotional messages and brand features; provides case studies. Presents...

In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the...

Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that a brand extension should be introduced only when its profit potential exceeds the losses that will be sustained as a...