Resource-based theory in marketing
The use of resource-based theory (RBT) in marketing research has increased by more than
500% in the past decade, which suggests its importance as a framework for explaining and …
500% in the past decade, which suggests its importance as a framework for explaining and …
How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities
To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …
brand loyalty and to help companies improve the effectiveness of their relationship-building …
Examining the relationships between e-WOM, consumer ethnocentrism and brand equity
Y Sun, H Gonzalez-Jimenez, S Wang - Journal of Business research, 2021 - Elsevier
Electronic word-of-mouth (e-WOM) plays an important role in influencing Chinese
consumers' brand perceptions. While domestic social media managers are keen to …
consumers' brand perceptions. While domestic social media managers are keen to …
International marketing studies in banking and finance: a comprehensive review and integrative framework
Purpose The purpose of this paper is to provide a comprehensive analysis of international
marketing (IM) studies within the context of banking and finance (B&F), articulating its …
marketing (IM) studies within the context of banking and finance (B&F), articulating its …
Branding in a global marketplace: The mediating effects of quality and self-identity brand signals
Research documents that consumers with a stronger belief in global citizenship through
global brands (GCGB) view branded products as more important and prefer global to local …
global brands (GCGB) view branded products as more important and prefer global to local …
Buy domestic or foreign brands? The moderating roles of decision focus and product quality
SX Yu, G Zhou, J Huang - Asia Pacific Journal of Marketing and …, 2022 - emerald.com
Purpose This article sought to explore the effect of brand origin on consumer preference and
examine the moderating effects of decision focus (buying for self vs buying for others) and …
examine the moderating effects of decision focus (buying for self vs buying for others) and …
A longitudinal examination of partnership governance in offshoring: A moving target
The complexity of the global marketplace is driving the growth of new corporate strategies
that are centered on creating “synergistic alliances in procurement, distribution, marketing …
that are centered on creating “synergistic alliances in procurement, distribution, marketing …
Designing research with in-built differentiated replication
MD Uncles, S Kwok - Journal of Business Research, 2013 - Elsevier
Replication is central to normal scientific investigation. This fact is widely accepted in
business disciplines. However, many researchers are uncertain how to build replication into …
business disciplines. However, many researchers are uncertain how to build replication into …
Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands
Purpose The purpose of this study is to investigate hybrid brand positioning strategies for
emerging market brands based on two positioning elements: brand country-of-origin (COO) …
emerging market brands based on two positioning elements: brand country-of-origin (COO) …
[PDF][PDF] Brand equity and current use as the new horizon for repurchase intention of smartphone.
Malaysian Government is targeting a 75% household broadband penetration by the year
2015. As every one owns on average one handphone, the adoption of broadband through …
2015. As every one owns on average one handphone, the adoption of broadband through …