Purpose – The paper aims to apply the co‐creation paradigm to nation branding in order to analyze how the identity and image of a nation brand are inter‐twined in terms of levels and dimensions, respectively. Design/approach/methodology – This explorative study was conducted among 178...

Purpose – This paper aims to explore Chinese hoteliers' perspectives on co‐branding between hotels and products of other industries or sectors. Design/methodology/approach – A survey with both structured and open‐ended questions was distributed to 300 Chinese hotel executive level...

Purpose – The paper explains how scenarios can be used to create alternative models of markets in way that is useful to marketing managers and the product development team. Design/methodology/approach – The paper outlines the how‐to process for developing and using marketing scenarios....

Purpose – Over a two‐month period, the editor of this media review has searched worldwide for the most interesting and useful articles, blogs and books on the topic of strategic management. Design/methodology/approach – In addition to his own finds, the editor sorted through suggestions by...

Purpose – Indulgent parsimony (IP) was originally proposed as a marketing strategy for selling to recession‐shocked consumers shopping for less costly goods and services that would still give them comfort, relief from stress, and a feeling of money well spent. Given that recession spread to...

Purpose – This paper aims to examine the degree to which employer brand management is being deployed to support internal employee engagement, in addition to its more common application in external image building and talent acquisition. Design/methodology/approach – This paper presents...

Purpose The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach In-depth review and integration of...

Purpose – The paper aims to provide both academics and practitioners a strategic framework for integrating brands in horizontal mergers and acquisitions (M&As) in order to create and deliver value. Design/methodology/approach – A conceptual framework developed from a review of the existing...