Table of contents
Value slippage in brand transformation: a conceptualization
Bernard Cova , Bernard Paranque– The purpose of this paper is to explore brand transformation and the value slippage that can ensue.
Brand hate
Lia Zarantonello, Simona Romani, Silvia Grappi, Richard P. Bagozzi– This study aims to investigate the nature of brand hate, its antecedents and its outcomes.
The brand core and its management over time
Mats UrdeThe purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change…
Mapping the domain of the fragmented field of internal branding
Fathima Zahara Saleem, Oriol IglesiasThe purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated…
Brand trust: a cross-national validation in Germany, India, and South Africa
Sabrina M. Hegner, Colin JevonsNumerous studies have established the importance of brand trust for building long-term relationships with consumers. Nevertheless, there is confusion in the literature about how…
Brands, love and family
Pramod P. Iyer, Audhesh K Paswan, Arezoo Davari– The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.
The child–brand relationship: social interactions matter
Angélique Rodhain, Philippe Aurier– The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher.
Does social currency matter in creation of enhanced brand experience?
Sabrina Trudeau H., Saeed ShobeiriThis study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In…
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1061-0421Online date, start – end:
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Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou