Marketing Intelligence & Planning: Volume 33 Issue 6

Customer brand co-creation: a conceptual model

Cassandra France, Bill Merrilees, Dale Miller

The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create…

Corporate brand as a contract with stakeholders – theology or pragmatism?

Veronika Tarnovskaya

– The purpose of this paper is to explore the nature of brand contract in B2B from two perspectives: the theological and pragmatic.

The making of brand attachment and brand meanings: the case of a UK engineering services firm

Alireza Sheikh, Ming Lim

The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s…

Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain

Emmanuel Mogaji

Identifying the protected characteristics under the Equality Act of the UK, the purpose of this paper is to discover the extent to which the protected characteristics are featured…

Content strategies and audience response on Facebook brand pages

Wondwesen Tafesse

The purpose of this paper is to analyse Facebook brand posts along dimensions of vividness, interactivity, novelty, brand consistency and content type and tests how these…

Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty

Pedro Marcelo Torres, Mário Gomes Augusto, João Veríssimo Lisboa

The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension…

Guest editorial

Ross Brennan, Sue Halliday