Contemporary Issues in Brand Research

Edited by George Christodoulides, Cleopatra Veloutsou, Colin Jevons, Leslie de Chernatony and Nicolas Papadopoulos

ISBN: 978-960-6672-68-2, 308 pages

First published in 2010 by ATINER

Price: Paperback: 50€ (It includes Shipping and Handling)

Electronic copy: 30€

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Table of Contents

List of Contributors
1.	Introduction George Christodoulides, Cleopatra Veloutsou, Colin Jevons, Leslie de Chernatony and Nicolas Papadopoulos	1
Section One: The Firm and the Brand
2.	Creating and Implementing Brand Values in Irish Service Firms Elaine Wallace and Leslie de Chernatony	9
3.	Internal Marketing and Brand Image Measurement in a High-Technology Organisation Katri Launis and Mai Anttila	21
4.	Antecedents and Consequences of Employee Creativity – Implications for Employer Branding and Identity-based Brand Management Evelyn Kästner and Manfred Kirchgeorg	31
5.	Mediating a Repositioned Corporate Brand at the Service Encounter - Brand Building in a Swedish Insurance Company Gert-Olof Boström and Sofia Isberg	47
Section Two: Stakeholders and Brands
6.	Drop or Adopt? - Aaker’s (1997) Brand Personality Scales Xuemei Bian, Luiz Moutinho and Jon Reast	61
7.	Brand Masculinity or Brand Masculinities? Toward a New Brand-Typology Salim L. Azar and Denis Darpy	81
8.	M&As and Brand Identity – How can Names and Logos be Combined and how do Consumers Perceive them Joana César Machado, Paulo de Lencastre and Pedro Dionísio	91
9.	Influence of Consumer Perceptions on Satisfaction: An Application to Financial Institutions Rafael Bravo, Jorge Matute and José M. Pina	115
10.	Where is Customer Loyalty in the UK Retail Banking Industry? Dahlia El-Manstrly, Robert A. Paton and Cleopatra Veloutsou	131
11.	When Hurt Hurt Most in Brand Relations Marit Anti	149
12.	Brand Communities, Subcultures of Consumption, Neo-Tribes: A Melange of Terminology Eirini Bazaki and Cleopatra Veloutsou	163
Section Three: Brand Development
13.	Sustainable Corporate Branding: A Typology Dale Miller, Bill Merrilees and Holly Cooper	181

14.	The Cognitive Causal Mapping of Destination Brands: Methodology Development and Validation for Greece Johan van Rekom, Peeter Verlegh and Eirini Drakou	193
15.	Cafédirect: The Rise and Stall of a Fair Trade Pioneer Brand Simon Knox and Iain Davies	209
16.	Stakeholders’ Alignment in Corporate Branding: A Research Agenda	217
	Nabil Ghantous
Section Four: Brand Equity
17.	B2B Brand Equity: Investigating the Impact of Contextual Factors Galina Biedenbach	233
18.	Dimensions of Brand Equity of an Ingredient Brand: A Comparative Study with Two Cases of Emerging Brands Eiren Tuusjärvi and Pasi Karppanen	245
19.	Brand Equity: A Higher-Order Formative Measure Isabel Buil, Eva Martínez and Leslie de Chernatony	257
20.	Brand Equity: Does Personality Congruence Matter? Cleopatra Veloutsou and George Christodoulides	271
21.	Evaluating Alternative Brand Strategies for Success Aron O’Cass, Geoff Soutar and Bill Merrilees	283
22.	Does Branding Drive Price Differentiation? Functional, Organic & Wellness Food in Italy Nebojsa St. Davcik, Giacomo Boesso and Francesco Favotto	293