Purpose This study proposes marketing strategies for global fast-moving consumer good
(FMCG) brands to survive and thrive in the turbulent economic environment created by …

The purpose of this research is to explore any relationship between brand personality and
brand image in mobile telecom branded offerings. Furthermore, this paper explores brand …

International marketing suggests a domain trying to understand consumer behaviour in
international markets so as to adjust marketing strategies and practices overseas. In the last …

Purpose–The purpose of this research is to unveil effective SME marketing actions and
strategies in terms of performance during postcrisis era of fragile economic conditions. This …

E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical
to digital stores to limit physical interaction. This research explores the effectiveness of …

Purpose: Due to the ongoing pandemic, consumer behaviour is shifting fast, and a growing
number of consumers are switching from physical to digital stores to limit physical …