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PurposeThis study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor quality or negative publicity.Design/methodology/approachThis study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs, third‐party appraisals, and advertising communications are hypothesised to play a role in revitalising multinational brands plagued by negative perceptions. In addition, the moderating effect of the management's local market knowledge is tested on several proposed relationships.FindingsAccording to the results, international brand revitalisation is positively influenced by innovative product improvements, warranty programs, and advertising communications.Practical implicationsWhile overall brand perceptions play an important role in influencing consumer decisions, understanding what improves the consumer's perception of multinational brands is of vital importance to marketers. The empirical results suggest that product innovations, warranty programs, third‐party appraisals, and advertising communications all help revitalise a firm's damaged brand in international markets. These findings offer multiple strategic implications to managers for their multinational brand revitalisation/management.Originality/valueThe value of this research lies in its goal to go beyond the general brand recovery guidelines suggested in the literature and to offer potential marketing strategies that could actually motivate the consumer to change his or her negative opinion about a multinational brand. This is one of the first empirical studies on multinational brand revitalisation.

The chondracanthid copepod, Chondracanthus goldsmidi is an ectoparasite of gills, inner opercula and nasal cavities of cultured striped trumpeter, Latris lineata (Forster). Whilst often present in high numbers (up to 60 parasites per host), little is known about its effect on striped trumpeter. In this study C. goldsmidi was associated with extensive epithelial hyperplasia and necrosis. Pathological changes were most pronounced near the parasite's attachment site, with papilloma-like growths surrounding the entire parasite resulting in deformation of the filament. The number of mucous cells increased near the parasite attachment sites on both the opercula and gills. Mast cells were absent in healthy gills; in contrast numerous mast cells were identified in the papilloma-like growths. Immunostaining identified piscidin-positive mast cells in the papilloma-like growths, presenting the first evidence of piscidin in the family Latridae.