Table of contents - Special issue: 6th International Conference of the SIG on Brand, Identity, and Corporate Reputation of the Academy of Marketing
Guest Editors: Oriol Iglesias, Jatinder J. Singh, Mnica Casabay
Key changes and challenges for brands in an uncertain environment
Oriol Iglesias, Jatinder J. Singh, Mònica CasabayóBrands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and…
The role of brand images in consumer practices: uncovering embedded brand strength
Anne Rindell, Oskar Korkman, Johanna GummerusThe present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.
Operationalising brand heritage and cultural heritage
Ulla Hakala, Sonja Lätti, Birgitta SandbergBrand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is…
Antecedents of luxury brand purchase intention
Kuang‐peng Hung, Annie Huiling Chen, Norman Peng, Chris Hackley, Rungpaka Amy Tiwsakul, Chun‐lun ChouThere has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships influencing…
Diffusing the boundaries between luxury and counterfeits
Linda Lisa Maria Turunen, Pirjo LaaksonenThe aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.
Antecedents of brand preference for mobile telecommunications services
Ahmed Alamro, Jennifer RowleyThis paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan.
Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test
Carsten Baumgarth, Lars BinckebanckThis paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou