In this article, the evidence demonstrating the existence of a variety of robust crossmodal
correspondences between both sounds (phonetic speech sounds, tones, and other …

Purpose–This paper is a brief historical examination of brand, organisation identity and
reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

Brands play an important role in consumers' daily life and can represent a big asset for
companies owning them. Owing to the very close relationship between brands and …

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This article explores the role that color can play in building brand meaning with two
experiments. Without prior conditioning, we demonstrate how an appropriately chosen color …

Purpose–This paper aims to shed light on the specificity of branding approaches for young
companies for the reason that branding is a crucial activity for the survival and success of a …

This innovative work provides a state-of-the-art overview of current thinking about the
development of brand strategy. Unlike other books on branding, it approaches successful …

While in consumer research the “Cronbach's α–LISREL”-paradigm has emerged for a better
separation of measurement errors and structural relationships, it is shown here that studies …

If places are increasingly regarded as brands in both the practice of place marketing and its
associated theory, then the study of place names (toponymy) arguably overlaps with …