The purpose of this article is to reconceptualize the term “masstige”(Mass Prestige)
marketing, develop a masstige model for brand management, and extend the use of the …

Nowadays, many retail companies implement their original loyalty programs to stimulate the
willingness of their customers to make a purchase. In these programs, promotional …

This article details an eclectic bibliometric method to study brand personality, identifying
theoretical buildings and possible emerging research topics across marketing science fields …

This study explores how the technology investments of a sample of US property-liability
insurers affected their performance during the InsurTech wave. The critical question is …

Puji Syukur kehadirat Allah SWT yang telah melimpahkan Rahmat dan KaruniaNya,
sehingga buku dengan judul “Inovasi Teknologi Informasi dan Kinerja Bisnis UKM” sebagai …

Purpose The aim of this study is to investigate the differential effects of pure and creative
imitation on customer equity and the moderating roles of market contingency (ie competition …

Marketing plays a key role in the success of an organization. However, in a situation that is
turbulent, challenging, and a competitive business environment, which will also affect the …

Brand and branding are concepts that are often used interchangeably even though their
theoretical descriptions are nuanced. The former is aimed at instilling a specific image or …

In the past 3 decades, China has experienced rapid economic growth. The China retail
market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using …

This document analyzes the 2018 Mexican presidential campaign, in which 5 contenders
participated: Andrés Manuel López Obrador, Ricardo Anaya, José Antonio Meade, Jaime …