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In the context of Brexit, this study aims to analyse whether the worsening of the UK’s image might have triggered: worse feelings towards the tourism workers and a decrease in the final intention to travel to the UK. This paper compares responses from high and low-context tourists to identify at which target the reactions are more intense.

Hypotheses were formulated in a general model based on the theory of reasoned action applied to Country Image in the tourism sector, comparing the model in high (150 responses) versus low-context (406 responses) scenarios. Structural equation modelling methodology was used.

The intention to travel to the UK worsens when two out of the three dimensions of country image worsen (aesthetical and functional) and also when feelings towards workers in this country worsen. Related to cross-cultural differences, the main effect on feelings towards workers comes from the normative dimension of the UK’s image, together with the aesthetic perception. Moreover, travellers’ intentions are influenced by functional and aesthetic perceptions of the country as well as feelings towards workers. High-context cultures showed a significantly stronger effect of the aesthetic dimension of the country on feelings towards workers.

This paper tries to advance the understanding of how feelings towards employees in the UK can determine future visits to this destination. In addition, some cultural differences may explain why low-context cultures are more affected by the worsening of the UK’s image after Brexit.

This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences.

A survey was carried out of restaurant satisfied and dissatisfied consumers. Structural equation modeling (SEM) and multi-group analysis (MGA) were performed to examine the cause-and-effect relationship in both groups.

The results show the relevance of benefits, brand satisfaction and brand love as causes for brand loyalty and e-WOM. Also, these relationships are significantly stronger for dissatisfied consumers than for satisfied ones.

The outcome of the research provides new insights to develop a conceptual stimulus-organism-response (S-O-R) model of consumers’ restaurant behavior by drawing comparisons across satisfied and dissatisfied ones.

This paper is a brief historical examination of brand, organisation identity and reputation in small and medium‐sized enterprises (SMEs). The discussion is situated within the context of the challenges that the global knowledge‐based business environment poses to organisations of differing sizes.

The authors' approach is discursive. The argument is supported by findings from published studies and empirical reality. The authors analyse and distill our thoughts (and the empirical findings) in a way that is relevant to the activities of entrepreneurs and SMEs.

Organisations are better able to create strong firm by integrating branding, reputation building, relevant and appropriate organisational identity beyond their visual façade. They need to be more proactive, and also have to express and embed their brand value propositions within their identity and reputation in their dealings with customers. The authors surmises that researching about (and evaluations of) brand, reputation and organisation identity need to play more active roles in offering novel ways of conceptualising and documenting the realities of the contemporary (global) business environment in which firms operates.

The study offers new horizons on brand, organization identity and reputation as they relate to economic reality. The authors unequivocal articulation is that these concepts are critical factors in the success of enterprises and small businesses in competitive markets.