Table of contents
Understanding brand identity confusion
R.K. SrivastavaThe brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will…
Brand names and global positioning
Ashok Ranchhod, Călin Gurău, Ebi MarandiThere is little in the literature on branding that considers how a brand name may affect a brand and its global positioning. Similarly, there is little research on brand…
Cross‐cultural challenges in product placement
Taejun (David) Lee, Yongjun Sung, Federico de GregorioThe purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and…
Branding and product evaluation across Chinese regions
Charles Tam, Greg ElliottThis paper aims to explore two fundamental aspects of branding in emerging markets. First, are there significant differences in product evaluation behaviour between regions within…
Brand equity in higher education
Maha Mourad, Christine Ennew, Wael KortamThe potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of…
Segmenting the online consumer market
Muhammad Aljukhadar, Sylvain SenecalThe internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various…
The key role of opportunism in business relationships
Tore Mysen, Göran Svensson, Janice M. PayanThis study seeks to examine the key role of opportunism in business relationships relative to environment uncertainty (i.e. competitive intensity and market turbulence), bonding…
ISSN:
0263-4503e-ISSN:
1758-8049ISSN-L:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss