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The purpose of this research is to investigate how companies in the reinforcing bar industry and the construction industry operate and implement brand alliances.

This research uses a qualitative interview survey and the grounded theory method to extract key factors of brand alliance development and management in the targeted industries. The interview survey included six managers from different construction companies in Taiwan.

This research identifies four common firm-level operational process stages (core categories) of brand alliances including different multidimensional factors, and proposes a conceptual model based on these identified core process stages. The four common core process stages include selection of brand alliance partners, communication with brand alliance partners, enforcement of brand alliances and assessment of brand alliances.

The proposed model offers a tentative explanation of the development and management of brand alliances between the reinforcing bar industry and the construction industry. This study represents an initial research attempt in this field and explains how reinforcing bar and construction companies operate and implement brand alliances.

The purpose of this paper is to further understanding of the roles that time and context play in consumers’ evolving brand image construction processes over time.

This exploratory, qualitative research is based on the analysis and interpretation of 164 online consumer narratives pertaining to the consumers’ most memorable coffee moments.

Consumers build images of a brand through both fleeting moments over time linked to special occasions and everyday moments in their lives over time. Understanding image construction processes thus must go beyond just physical (location) and psychological (social) circumstances. Activity processes (“When I am doing […]”) also are central to this understanding.

Time and context emerge as key determinants of consumers’ brand image processes and should hence be explicitly recognised in branding research. This study focuses only on brand admirers; because the study context refers to a business-to-consumer product, the focus is the product brand.

Considering the key role of memorable past moments (time and context) in consumers’ brand image construction processes, branding strategies should reflect systematic efforts to identify these moments. Such an approach can provide opportunities for companies to deepen their consumer understanding and achieve a favourable presence in consumer contexts during which brand images get constructed.

This study identifies key dimensions of time and context and thus furthers understanding of these dimensions in relation to brand images.

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in Brixton on a very limited marketing budget.

The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixton‐based Afro‐Caribbean consumers construct their self‐identities and the brand identity of Supermalt. Semi‐structured interviews were conducted with 14 Afro‐Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self‐identities. The second part explored the role of food and beverage products in the construction of self‐identities. The final part focused on the construction of brand identity for Supermalt.

The article provides information on the self‐identities constructed by Afro‐Caribbean informants. The food and beverage consumption of informants reflects their mixed cultural identity. The brand identity Supermalt appears to be malleable, with ample room for consumer co‐construction. Perceptions of brand identity differ markedly among informants, who are all able to construct Supermalt as one of their own.

The findings are based solely on semi‐structured interviews with a small sample of Afro‐Caribbean consumers. The findings are therefore not generalizable.

The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities.

This article provides a study of a brand that has become strong within a narrowly defined group of consumers.

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from its Facebook page.

It was possible to organize the values and meanings that structure the Rio de Janeiro brand in the semiotic square. Narrative schemes that concretize the value proposition guided mainly by contemplation and experimentation situations were identified. The discursive construction of the Rio de Janeiro brand is primarily marked by the relation between nature and culture, where contrasting meanings are explored by the City Hall managers.

This study is limited to the analysis of the enunciator (Rio de Janeiro brand managers) in their process of creating and articulating the city’s meanings. Future research could investigate the enunciate (public) perspective.

Managers should consider the discursive approach since it provides a more holistic perspective on the brand-building process. The findings may contribute to the understanding, selection and articulation of the correct meanings that should be communicated to the public in order to make the city a relevant and desirable place to visit.

This paper is based on the concept of a brand as a set of discourses grounded by meanings that are culturally conceived, which, thus, presents itself as a different approach from the traditional one, especially in research on place branding.

The purpose of this paper is twofold. First, the author examines how the destination brand Mexico is using international sporting events as part of its branding strategy to deal with the challenges faced by destinations and to overcome some of its weaknesses. Second, the author assesses the positive and negative consequences of such strategy. The investigation tries to fill a gap in terms of understanding and assessing opportunities and challenges experienced by the sport industry in emerging markets.

The author used a case study research strategy, relying on documentation, archival records, and personal interviews with experts as sources of evidence. Given that most research efforts have focused on developed countries, this research approach was exploratory and descriptive.

The thematic analysis revealed the presence of five major themes related to the process of hosting and using Formula One (F1), National Football League (NFL), Major League Baseball (MLB), and National Basketball Association (NBA) games as part of a brand strategy. These five major themes were labeled: brand strategy challenges and opportunities, balancing short- and long-term goals and benefits, tension between stakeholders from different destinations, social issues, and areas of improvement.

The findings shed light on the challenges and opportunities that hosting international sport events bring to a destination brand with an emerging economy such as Mexico. The opportunity to host these types of events comes from the expansion strategies of well-known sport brands such as F1, NFL, MLB, and NBA.

The present research aims to construct the brand well-being concept and develop the brand well-being scale.

By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.

By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale.

This research combines the branding theory and positive psychology theory, expands the extant understanding of brand value and provides new insights into optimizing a brand strategy.

The purpose of this paper is to introduce a tool for mapping how consumers' past experiences influence the consumer's present corporate brand image.

A qualitative approach was used for analysing in‐depth conversational interviews collected on three IKEA markets (Sweden, Finland, and Germany).

The study shows that the tool gives an understanding of how past and present brand experiences are inter‐dependent.

The paper gives management an insight into consumers' perspectives of their corporate brand.

The value of the paper is that it offers a practical tool for mapping the roots of companies' current corporate brand images.

The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales.

The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling.

Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers.

For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends.

Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.

This paper aims to study the role of ideology in brand strategy with reference to large‐scale food retailing. By means of a thorough case study investigation of highly ideology‐focused food retailer Eataly, the paper aims to enrich existing theory on retailer branding. The various elements of Eataly's brand have been studied in order to identify how they enact the ideology for which the retailer stands. This topic is particularly relevant in a context where consumers appear increasingly committed to social responsibility and business ethics. So the final goal of the paper is to identify ideology‐focused brand choices that lead to a preference towards the retailer.

In order to address this paper's research aim, a well known framework developed by Esbjerg and Bech‐Larsen is adopted to conceptualize the retail brand. Case study methodology is applied.

This paper provides both research‐related and practical contributions. From a research perspective, it provides empirical evidence on the role of ideology in large‐scale food retailing, a field which has been traditionally neglected in the ideology debate. From a practical perspective, it provides a contribution to retailers and brand managers. Three main lessons can be mentioned. First, a company's ideology should be pervasively applied to each aspect of a brand and it seems to be primarily situated within tangible and physical attributes, rather than within symbolic features, at least in the case investigated. Second, an explicit ideology is not exempt from risks. Third, ideology can be subject to multiple interpretations that may give rise to unintended consequences.

This study tries to attenuate the reliability issues that are inherent in qualitative research by interviewing multiple informants with different positions inside the company. Triangulation using different types of data sources and systematic data analysis was also employed.

The paper raises the importance of ideology in large‐scale food retailing. It adopts the Esbjerg and Bech‐Larsen framework and introduces the dimension of ideology as a lens through which each aspect of a brand can be interpreted. Moreover, it suggests that a brand's functional attributes play more of a leading role in transmitting ideology than symbolic features, which is somewhat counterintuitive.

The purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon of intergenerational transfer of brands, and study how child consumers experience and cope with brand transgressions.

This is a qualitative study where 20 in-depth interviews were conducted among young Indian children in the age-group of 8–12 years. For data analysis “iterative method” is used. Inspiration was taken from Spiggle’s (1994), Ereaut’s (2002) and Holt and Thompson (2004).

Children’s relationships with brands are mainly characterised by four categories: their favourite brands, everyday brands, intergenerational brands and brand transgressions. Children’s favourite brands can be categorised in fantasy, yummy, identity construction, social bonding, technology and trusted brands. Parents have a big influence on kids’ lives leading to intergenerational brand-transfer. Children consumers also reveal having experience brand transgressions, more importantly, they also show signs of brand forgiveness.

This qualitative study has addressed the pressing need to understand child understands of brands. This is one of the very few empirical studies that have investigated child consumer behaviour regarding their association with brands.