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PurposeThe main purpose of this study is to investigate perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in the context of emerging markets.Design/methodology/approachThe case study examines brand strategies of a multinational company...
PurposeThe present study develops a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The study incorporates three kinds of uses of corporate reputation: value...
PurposeOf the three major streams of research in celebrity endorsements, the ‘Meaning Transfer Model (MTM)’ has received the least attention from researchers. In the present study, we aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken (1986, 1989) and...
PurposeMany countries are seeing unprecedented levels of migration, raising questions about the economic contribution of individuals that settle in host countries. We explore the operation of online businesses by ethnic minority entrepreneurs. We apply an entrepreneurial marketing lens to...
PurposeThe use of constructs without going through a content validation process limits the overall validity of conclusions drawn from the research results. This study addresses this research gap by illustrating the use of qualitative methods for establishing content validity for the e-lifestyle...
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