There is an increasing presence of 'femvertising'in the media; an advertising style that
highlights women's talents, centers themes on pro-woman messaging and counters …

Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …

Marketers strive to create cool brands, but the literature does not offer a blueprint for what
“brand coolness” means or what features characterize cool brands. This research uses a …

Activist brands commonly engage in controversies to redefine which opinions and ideas are
acceptable to express publicly. We conceptualize this practice as free speech boundary …

Reflections upon the meaning of the word 'design'are made and a relatively complete
definition of the paradigm of human centred design is formulated. Aspects of both the …

Adopted internationally by business schools and MBA programmes, this book is the ultimate
resource for senior strategists, positioning professionals and postgraduate students to …

Why do some brands make us feel good, while others frustrate us? What makes us engage
with certain brands, rebuy the same products, return to the same store or revisit the same …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

We present two studies that together test a fundamental yet rarely examined assumption
underlying the contemporary appeal of authenticity—namely, that consumers assign higher …

In order to sustain and grow brand equity, brand managers are faced with balancing the
preservation of existing brand identity through consistency with the need to maintain …