Purpose: The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and internal branding), and brand performance. Design/methodology/approach: The research model is assessed using...

Purpose: The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and subsequently, the brand performance in...

Purpose There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand...