Purpose This article explores the symbiosis between the fields of responsible leadership
and purpose-driven brand building to offer a new, integrated perspective along with strategic …

Orientation: Companies leverage employer, internal and corporate brand building practices
as they compete to attract and retain the rare talent required for organisational success …

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research
studies regarding counterfeiting undertaken in the past have had a strong focus on the …

The way employees embody brand purpose and values build or erode the brand's equity. It
is people who bring the brand to life as they interact with brand stakeholders across brand …

Destinations are constantly competing for the valuable time and money of tourists in a
competitive international arena. Consequently, destinations have turned to destination …

This was a small-scale qualitative research study, which analysed the impact an
organisational strategy and structural shift has had on both the parent-brand and its …

The study aimed to explore and describe consumers' reliance on brands, specifically the
Country of Origin (COO) of brands as a heuristic, ie the perceived quality of a selected …

In the highly competitive business landscape of the twenty-first century, intangible assets
such as brand equity are deemed as increasingly vital to the long-term success of …