European Journal of Marketing: Volume 46 Issue 7/8

The pragmatics of branding: an application of Dewey's theory of aesthetic expression

Mary Jo Hatch

This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The…

Segmentation and brand positioning for Islamic financial services

Rusnah Muhamad, T.C. Melewar, Sharifah Faridah Syed Alwi

The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning…

Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands

Fang Liu, Jianyao Li, Dick Mizerski, Huangting Soh

This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage…

Exploring consumer brand name equity: Gaining insight through the investigation of response to name change

D.J. Griff Round, Stuart Roper

Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for…

Measuring private labels brand equity: a consumer perspective

Andres Cuneo, Pilar Lopez, Maria Jesus Yagüe

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…

Corporate social responsibility brand leadership: a multiple case study

Adam Lindgreen, Yue Xu, François Maon, Jeremy Wilcock

The purpose of this empirical case study is to apply several existing frameworks to consider the notion of integrating corporate social responsibility (CSR) with a brand…

Public‐private collaborations: branded public services?

Francisco Guzmán, Vicenta Sierra

The objective of this article is to understand how to optimize partnerships between the public and business sectors. It aims to use a reference group influence model to help…

Building brand value online: exploring relationships between company and city brands

Myfanwy Trueman, Nelarine Cornelius, James Wallace

The aim of this research is to investigate how local company web sites can contribute towards the value and characteristics of city brands online, particularly where…

Multiple stakeholders and multiple city brand meanings

Bill Merrilees, Dale Miller, Carmel Herington

The purpose of this paper is to explore whether multiple stakeholders imbue a single or multiple meanings to a city brand.

Corporate identity, corporate branding and corporate reputations: Reconciliation and integration

Russell Abratt, Nicola Kleyn

The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects…

Strategic corporate brand alignment: Perspectives from identity based views of corporate brands

John M.T. Balmer

This article aims to advance comprehension of corporate brands via the adoption of identity‐based perspectives of corporate brands. It aims to outline a normative, diagnostic…

Corporate brands and identity: developing stronger theory and a call for shifting the debate

Joep Cornelissen, Lars Thøger Christensen, Kendi Kinuthia

The purpose of this paper is to engage with the issue of construct clarity in corporate communications research giving particular attention to corporate branding and identity…

A new context and emerging theories for product, place and corporate brands

Temi Abimbola, Myfanwy Trueman, Oriol Iglesias