Purpose – Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity. Design/Methodology/Approach – Within a case-study approach, seven cases were...

The purpose of this paper is to develop a scale to measure luxury brands' status and conspicuousness using the new luxury brand context as a reference point. This scale will be utilized to establish empirical evidence that allows an exploration of the relationship between status and...

This paper surveys qualitative evidence with the aim of identifying consistent issues surrounding the growth of New Zealand firms. The available literature is focussed on exporters and raises the possibility of two “hurdles” to growth for New Zealand firms. The first is the fixed-cost hurdle...