Volume 25, Issue 2, March 2018

Original Article

In search of tools for the use of country image (CI) in the brand

Mariana Bassi Suter, Janaina Moura Engracia Giraldi, Felipe Mendes Borini, Maria Laura Ferranty MacLennan, Edson Crescitelli, Edison Fernandes Polo

Original Article

Modeling brand immunity: the moderating role of generational cohort membership

B. Saju, K. Harikrishnan, S. Joseph Jeya Anand

Original Article

Consumer responses to brand deletion

Anubhav A. Mishra

Original Article

Brands using historical references: a consumers’ perspective

Fabien Pecot, Virginie Barnier