Two decades of research on nation branding: A review and future research agenda
Purpose Despite the growing interest by scholars, practitioners and public policymakers,
there are still divergent and fragmented conceptualizations of nation branding as the field is …
there are still divergent and fragmented conceptualizations of nation branding as the field is …
Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention
This study explores the evolution of Marketing 4.0 and empirically examines its impact on
customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous …
customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous …
Role of brand experience in shaping brand love
R Joshi, P Garg - International Journal of Consumer Studies, 2021 - Wiley Online Library
Consumer–brand relationships are witnessing a tremendous upheaval from the past few
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …
Do brands make consumers happy?-A masstige theory perspective
Happiness has been topic of research since ancient times. This study explores the theory of
consumer happiness grounded in the tenets of mass prestige (Masstige), self …
consumer happiness grounded in the tenets of mass prestige (Masstige), self …
[HTML][HTML] The common values of social media marketing and luxury brands. The millennials and generation z perspective
As consumers spend more time on social media, brands can take advantage of this
opportunity to better serve and communicate with their followers. Still, given the …
opportunity to better serve and communicate with their followers. Still, given the …
Rethinking the bottom of the pyramid: Towards a new marketing mix
The purpose of this study is to re-conceptualize the conventional marketing mix for Bottom of
the Pyramid (BoP) markets and propose a revised framework by reorganizing the elements …
the Pyramid (BoP) markets and propose a revised framework by reorganizing the elements …
Non‐deceptive counterfeit purchase behavior of luxury fashion products
DP Singh, MN Kastanakis, J Paul… - Journal of consumer …, 2021 - Wiley Online Library
The luxury fashion industry suffers substantial losses due to non‐deceptive counterfeit
purchase behavior. This study extends prior research on such behavior by investigating the …
purchase behavior. This study extends prior research on such behavior by investigating the …
Knowledge structure in product-and brand origin–related research
S Samiee, BR Chabowski - Journal of the Academy of Marketing Science, 2021 - Springer
Scholarly research regarding origins of products and brands is deep-rooted within
international marketing, with an extraordinary following as evidenced by the large body of …
international marketing, with an extraordinary following as evidenced by the large body of …
Strategic CSR‐brand fit and customers' brand passion: Theoretical extension and analysis
Prior research in the brand management realm has broadly captured passion for a brand
through brand‐related factors. However, to the authors' knowledge, how the fit between a …
through brand‐related factors. However, to the authors' knowledge, how the fit between a …
[HTML][HTML] Using social media as a medium for CSR communication, to induce consumer–brand relationship in the banking sector of a developing economy
Social media has emerged as a flexible and interactive communication medium in the
present digital era. Contemporary businesses use social media to achieve different …
present digital era. Contemporary businesses use social media to achieve different …