Brand relationships influence human attitudes, intentions, and behaviors. While past
research has generously explored this idea in the customer context, less research has …

Purpose This study aims to examine the effects of the culture for innovation, work
engagement and the use of interactive performance measurement systems (PMSs) in the …

Employer branding is an important process in marketing to ensure the smooth delivery of
branding strategies. Nevertheless, research focusing on the process of employer branding …

In recent decades, the substitution of corporate brand names has been spurred by mergers,
acquisitions, and corporate spin-offs. When a business unit is divested, brand equity must be …

Las brechas sociales y el racismo sistemático y estructural, durante la última parte del siglo
XXI han dado pie a que se revisen, en la publicidad y en cualquier espacio social, las …

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is
complex and constantly under pressure to differentiate. Fashion brands are expanding …

Purpose This study describes how a multinational enterprise (MNE) gains acceptance after
rebranding acquired brands from different countries among its internal and external …

Purpose Product rebranding is increasingly popular, but brand managers are sceptical
about its implications on brand loyalty (BL). Given the limited empirical literature on the …

A corporate brand name change is an important decision for managers. Leveraging the real-
world case of an actual name change event, involving McDonald's China (from “McDonald's” …

Periods of rapid change underscore the importance of Strategic Planning as a managerial
lever for decision-making in the face of environmental volatility. This study examines the …