Table of contents - Special Issue on Branding
Guest Editors: Lubna Nafees, Omkumar Krishnan, Tim Gore
A longitudinal exploratory study of changing perceptions toward an iconic brand in a developing country
Madhavan Parthasarathy, MaryLee Stansifer, Rajeev KumraThe purpose of this paper is to explore the changing perceptions of an iconic American product, namely Levi Jeans, in a rapidly developing country, namely Costa Rica, over a…
Brand architecture in tourism branding: the way forward for India
R. HarishThe purpose of this paper is to arrive at a brand architecture model for promoting India as a tourism destination brand, carrying with it a diversity of tourism products and…
Building store brands using store image differentiation
Amit Saraswat, Toby Mammen, Jayesh P. Aagja, Ruchi TewariThe opening up of the Indian retail sector has seen a proliferation of the corporate players through different retail formats and stores – the majority being in the food and…
Cummins India: brand leadership through service excellence
Thomas VargheseThe purpose of this paper is to highlight the fact that brand image creation is an elaborate and long‐term activity through consistent strategic initiatives and the importance of…
ISSN:
1755-4195Online date, start – end:
2009Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr G Shainesh