Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

Corporate brands: what’s new?

2001 marked the tenth anniversary of a seminal article on corporate branding written by the distinguished English advertising consultant Stephen King (1991). In this article King’s contribution to the emergent theory relating to corporate branding in the context of recent scholarship is appraised. This article outlines the benefits and characteristics of corporate brands. It details the differe...

The consumer psychology of brands

This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (ident...

The Penguin’s Window: Corporate Brands From an Open-Source Perspective

How Global Brands Compete by Douglas B . Holt

Geography vs. Brands in a Global Wine Market

Producer brands increasingly dominate the international wine market. Concurrently, generic advertising campaigns are launched in an attempt to promote wine origin and exports (e.g. Australia, Austria, Spain). We analyze U.S. price data and quality indicators for 24 wine growing regions within eleven countries using a hedonic modeling approach. We assess the value of producer brands vs. geograph...