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? - Aakers (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 OCass, 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