Purpose – To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands. Design/methodology/approach – Brand extension, co‐branding and other associative techniques together with an increasingly communicative...

Purpose – To investigate the factors characterising financial services brands in the UK which are succeeding rather than thriving. Design/methodology/approach – From a grounded theory perspective, depth interviews were conducted with 42 respondents within four UK financial services...

Purpose – This paper seeks to consider the interaction between corporate brands and organisational cultures within less successful UK financial services organisations to provide guidance about better managing corporate brands. Design/methodology/approach – A total of 41 in‐depth interviews...

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 – This paper aims to explore managers' and employees' views about service brand sabotage at the front line in retail banking. The current literature emphasises the role of the employee in service delivery, and advocates the cultivation of brand ambassadors – employees who support the...

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...

Purpose – The purpose of this paper is to address the issue of corporate identity modeling. Corporate identity is an abstract concept that takes many forms, from the brand and logo, to the product and the company's reputation. One of the keys to a successful business presence hinges on...

Purpose – The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece. Design/methodology/approach – Data were collected from semi‐structured interviews with senior brand...

Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include...

There is increasing interest in brand valuation as brands have started to appear as intangible assets on the balance‐sheet. Their appearance on the balance‐sheet may lead to misleading financial information if accountants and auditors do not fully understand how brands are developed; their...