In this paper I review, from the perspective of experimental research, studies that have
examined how brands acquire cultural meaning, and suggest future research directions …

This article aims to deconstruct 20 years of research on brand personality by systematically
reviewing the extant literature and identifying relevant research gaps. The current status of …

Product design is a source of competitive advantage for companies and is an important
driver of company performance. Drawing on an extensive literature review and consumer …

Purpose This study explores whether and how four main factors of short-branded video
content (content matching, information relevance, storytelling and emotionality) facilitate …

The idea behind the concept of Electronic Word of Mouth (e-WOM) is very important to the
visibility of individuals and businesses seeking exposure on the Internet. e-WOM is defined …

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 …

Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented
as a primary condition for the success of these marketing communications. In this view, the …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

Purpose Most research on branding highlights the role of associations for a single brand.
Many firms, however, have multiple brands and/or different versions of one brand. The latter …

This research investigates perceived brand globalness, brand origin image, and brand
origin–extension fit as drivers of brand extension success that are mediated through parent …