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...

Front line employees are critical to service brand success, as their performance brings brand promises to life. Banking employees, like others, must remain committed to their employers, to live the brand, particularly during periods of economic uncertainty and customer frustration. Employees'...

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

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...