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The aim of this paper is to explore the historical development of brands and the development of literature on brand switching to define the antecedents that cause switching behavior among consumers and the impact of switching on market share of companies.

The historical development of brands is tracked using different secondary sources. Then an intensive literature review is conducted on brand switching at the consumer and business levels. At each level, studies on brand switching are divided into several categories, such as household products, technological products and service providers, and the common factors behind switching for each category and between categories are determined.

An examination of the historical development of brands shows that brands appeared on products a long time ago and evolved through a number of stages based on the economic and social environment. The literature reveals that no single model can explain brand switching behavior of consumers or businesses across different industries and products. Each study uses a specific set of factors to explain brand switching. However, brand attractiveness can be counted as the most common factor behind brand switching.

There is little understanding of the historical mutations of brand switching behavior and the influence of mutation on branding strategies. The study suggests that continuous exploration of consumer’s preferences is needed to create and sustain attractive brands.

Managers increasingly recognize brands as one of the most valuable assets of an organization, and, therefore, an informed knowledge of the factors underpinning brand switching may help managers build attractive brands and prevent brand switching. This condition imposes significant challenges in a highly innovative environment, where technological changes can quickly make attractive brands obsolete.

This paper highlights that the factors behind brand switching should be monitored constantly, even for the same brand, to define an appropriate strategy that helps sustain brand attractiveness.

The purpose of this study is to explore the strategies that companies could adopt to build a global brand during industry turbulence. CHALCO company was selected as a case study to conduct this research.

A multi-faceted approach to data collection is used to demonstrate that a company strategy in the form of targeted global branding is the main factor behind success. CHALCO annual reports and public announcements were collected and analyzed. Different secondary sources are exploited to confirm the research results and explore industry structure.

Results show that CHALCO is building a global brand by adopting master brand Strategy, in which the company is focusing on a straightforward strategy with two components: develop CHALCO as a strong master brand and remain to support the sub-brands. To achieve this strategy, CHALCO were seeking more innovations to reach better quality and reliability.

The literature reports considerable research that investigates global branding. However, this case study presents practical example of how companies can build global branding in turbulent environment.

Meat consumption decisions within a religious context can differ significantly from purchase decisions where religion does not play a key role. The purpose of this study is to investigate the determinants of Halal meat consumption within a Chinese Muslim population using the “marketing theory of planned behavior”. The role of self-identity as a Muslim and dietary acculturation in the host culture is investigated.

The study is based on a questionnaire survey. Cross-sectional data were collected through a survey of 368 Muslim participants, mainly from Xinjiang province in China. Data were analyzed by a series of regression analyses to test the model and the moderating effects of self-identity and dietary acculturation on behavioral intention.

The results indicate that motivation to comply with religious requirements, and personal conviction, have a positive attitude toward behavioral intention to consume Halal meat. However, perceived control has a negative relationship with behavioral intention to eat Halal meat among Muslims. Results also show that in general, Halal meat consumption is determined by the pressure of others, personal conviction, and the perceived control.

For marketing managers, Muslims with a low Muslim identity can be motivated to buy Halal meat by communicating through slogans that focus on the individual's opportunity to make his or her own choice(s).

This paper will prove valuable to food-policy decision makers and food marketers, who might pursue identity and/or acculturation-related strategies in their distribution and communication efforts targeting the growing Halal food market segment in China and globally.

The purpose of this paper is to explore the influence of destination images on tourists’ behavioral intention to select a destination for their next vacation. Most of previous studies investigated this relationship by interacting with tourists during their stay in the destination. However, this research examines the impact of destination images before tourists visit a destination, using functional technological-oriented magnetic resonance imaging (fMRI) approach to track brain activation during the decision to select a destination.

The proposed model is adopted from the theory of planned behavior. Study participants divide a set of hotel destination images into two groups: attractive and non-attractive destination images. A blocked design experiment was used during fMRI scan to track brain activities resulting from presenting the two groups of images to participants, and record the strength of their intention to visit the attractive destination.

The level of brain activation at the ventromedial prefrontal cortex (vmPFC) increased when participants were asked to assess the attractive destination images compared with the level of activation for non-attractive ones. Also, the positive attitude toward an attractive destination led to higher intention to visit that destination.

This study enhances the authors’ understanding of how tourists analyze destination images to reach a decision on future action. It can also be used to help destination managers define an advertisement strategy that makes their destination more attractive.

Although the literature reports considerable research on destination image and its influence on tourists intention, this is the first exploratory study to use the fMRI technology to investigate tourists’ attitude toward destination images.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Consumers and suppliers claim different perceptions of the determinants of brand switching. Determining what makes a brand attractive is therefore a critical matter when defining the appropriate strategy to prevent market share from eroding. It appears that no single model can explain consumers’ or businesses’ brand switching behavior across different industries and products. However, brand attractiveness can be counted as the most common factor behind brand switching.

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.