European Journal of Marketing: Volume 42 Issue 5/6

Principles of corporate rebranding

Bill Merrilees, Dale Miller

The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.

Positive and negative brand beliefs and brand defection/uptake

Maxwell Winchester, Jenni Romaniuk, Svetlana Bogomolova

The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new…

Who's who in brand communities – and why?

Hans Ouwersloot, Gaby Odekerken‐Schröder

Brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. Research typically approaches such communities as collections of highly…

The attractiveness and connectedness of ruthless brands: the role of trust

John Power, Susan Whelan, Gary Davies

The paper aims to investigate the impact of ruthless image on the attractiveness and connectedness of corporate brands. It proposes a model that trust mediates the influence of a…

Provenance associations as core values of place umbrella brands: A framework of characteristics

Nina M. Iversen, Leif E. Hem

The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to…

Children's use of brand symbolism: A consumer culture theory approach

Agnes Nairn, Christine Griffin, Patricia Gaya Wicks

The paper seeks to offer a critique of the Piagetian developmental cognitive psychology model which dominates research into children and brand symbolism, and to propose consumer…

Alternative perspectives on marketing and the place brand

Dominic Medway, Gary Warnaby

This paper aims to consider the role of demarketing in the specific context of the marketing of places, and to introduce a typology of place demarketing and related place…

Consumer perceptions of brand architecture in financial services

James F. Devlin, Sally McKechnie

“Brand architecture” is an organisation's approach to the design and management of its brand portfolio. Previous research, focused on the views of practitioners, identified a…

Employer branding and its influence on managers

Gary Davies

The paper seeks to explore the role of the employer brand in influencing employees' perceived differentiation, affinity, satisfaction and loyalty – four outcomes chosen as…

Desired and perceived identities of fashion retailers

Ranis Cheng, Tony Hines, Ian Grime

The paper seeks to examine the role of corporate identity in UK clothing retail organisations, focusing on the “fast fashion” sector. The aim is to analyse the “gap” between…

Undesired self‐image congruence in a low‐involvement product context

Michael Bosnjak, Nina Rudolph

The paper seeks to investigate the incremental value of a construct termed “undesired self‐image congruence”, and capture consumers' perceived closeness to negatively valenced…

Guest editorial

Leslie de Chernatony, George Christodoulides, Stuart Roper, Temi Abimbola