Purpose: There has been a lack of empirical research examining the relationship between
brand gestalt, customer satisfaction, and repurchase intention. The present study aims to fill …

Even though the extant literature has pointed to the steady growth of public relations
research in different contexts, the developing economy context continues to be marginalised …

Ample body of evidence suggests the presence of a direct relationship between corporate
social responsibility (CSR) orientation and firm performance. However, this finding seems …

This research explored important questions concerning how top-performing African B2B
service brands position their brands in this increasingly globalised, technology-driven and …

Research on the branding of small‐and medium‐sized enterprises (SMEs), known as SME
branding, has garnered substantial interest over the past two decades. Although …

The notion of value co-creation has been a well-established phenomenon in strategic
marketing. Nevertheless, there is a dearth of studies that specifically link this to women …

Purpose The purpose of this paper is to frame the guidelines for brand building for micro,
small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the …

The purpose of this study is to investigate how multiple strategic orientations impact brand
equity of B2B SMEs. In this regard, direct and moderating interaction effects of brand, market …

Purpose The purpose of this paper is to investigate the largely unexplored conceptualisation
of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by …

Marketing is an important activity for the survival and growth of start-ups, but a start-up
–usually with limited budget, moderate capital, and with no concrete customer base …