Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

Extensive research has investigated how perceived brand globalness (PBG) and perceived
brand localness (PBL) affect brand. In this systematic literature review, the authors organize …

The purpose of this paper is to analyze the relationship between brand and competitive
advantage (through differentiation) and the mediating effect of positioning and market …

The last few decades have seen the emergence of global consumer culture (GCC) as an
important force in the marketplace. Yet, in recent years, powerful political and economic …

The purpose of this study is to investigate the relationships among corporate social
responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate …

To strengthen the theoretical foundations of international marketing (IM), the authors
propose a framework for conceptualizing the complexity of the context that frames …

A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour
explores how the examination and application of consumer behaviour is central to the …

Building company reputation and brand equity through CSR: the mediating role of trust |
Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

The meanings of brand and branding have been evolving over the past several decades.
This evolution is converging on a new conceptual logic, which views brand in terms of …

Given the growing commercial importance of the “user experience”, better application of
gamification. Thus, this study aims at exploring the antecedents and consequences of user …