Purpose – The purpose of this paper is to analyse whether private label brands (PLB) have been able to build brand equity throughout their development. Specifically, it aims to develop and test a measurement model that measures PLB brand equity across product lines. Design/methodology/approach...

Purpose – Store branding has gained much attention from branding researchers, including studies of market segmentation. However, the psychological profile of the store brand consumer is still obscure. The present study investigated the role of “need for cognition” (NFC) in purchasing store...

Purpose – The purpose of this research is to highlight the role store brands can play in retail branding. Does an image transfer take place between store brands and the retailer brand? To address this issue, the authors propose to identify and test the dimensions of image transfer from the...

Purpose - The aim of this paper is to examine the relationship between corporate branding and market driving. This is achieved by focusing on key dimensions of brand identity such as brand values and staff behaviours, while acknowledging the role of vision and organizational culture. The links...

"Brand values -- the core attributes and beliefs of a company -- are the heart and soul of any professional services firm. Professional services firm that consistently deliver on their brand values, such as ad agency R/GA and consultancy Accenture, achieve spectacular growth. But all it takes is...