Marketing Intelligence & Planning: Volume 29 Issue 3

Brand loyalty in emerging markets

Tho D. Nguyen, Nigel J. Barrett, Kenneth E. Miller

This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam.

Sourcing or selling: the Value Flame at the Base of the Pyramid

Robert L. Williams, Maktoba Omar, John Ensor

Much has been written concerning the value and validity of the bottom of the pyramid (BOP) model, as a strategy for multi‐national corporation (MNC) growth. The model presented in…

Branding at the base of pyramid: a Zimbabwean perspective

Tendai Chikweche, Richard Fletcher

The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs…

Brands and service‐quality perception

Robert Hinson, N. Owusu‐Frimpong, Julius Dasah

This paper seeks to determine from the standpoint of undergraduate students, service‐quality dispositions of bank brands operating in Ghana; in respect of customer service (human…

Re‐branding Africa

Collins Osei, Ayantunji Gbadamosi

The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic…

A brand for all the nations: The development of the World Heritage Brand in emerging markets

Jason Ryan, Sari Silvanto

This paper aims to explain the emergence of the World Heritage Site (WHS) designation as a de facto brand. Branding provides a framework for managing the image of a place and is…

The brand‐wagon: emerging art markets and the Venice Biennale

Victoria L. Rodner, Maktoba Omar, Elaine Thomson

The purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of…

Branding in emerging markets

Maktoba Omar, John Ensor