EuroMed Journal of Business: Volume 4 Issue 3

Integrated marketing communications: Effects of advertising‐sponsorship strategic consistency

Angeles Navarro, Maria Sicilia, Elena Delgado‐Ballester

The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the…

Building brand equity: the genetic coding of Mediterranean brands

Maria Teresa Cuomo, Gerardo Metallo, Debora Tortora, Mario Testa, Philip J. Kitchen

The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity.

Can retail bank‐client relationships be developed online?

Myria Ioannou, Judy Zolkiewski

The intangible nature of banking services enables financial institutions to deliver them through electronic channels. In addition, the interactive and continuous nature of banking…

Climate change: a social and commercial marketing communications challenge

Ken Peattie, Sue Peattie, Cerys Ponting

The purpose of this paper is to explore the relevance and implications of the issue of climate change to marketing communicators in both the private and public sectors, and some…

Men and women as public relation managers in Greece and Turkey: A comparison study of background variables, job‐related factors and activities

G. George Panigyrakis, G. Athanasios Poulis

The purpose of this paper is to examine and compare gender differences of Greek and Turkish public relations (PR) managers. In addition to that, the background variables, the…

Cypriot parental perceptions of children's internet usage: An investigation of motivations and barriers

Wen‐Ling Liu, Philip Kitchen, Argyris Moskovos

The purpose of this paper is to examine parental perceptions of the impact of children's internet usage in the Republic of Cyprus.

Guest editorial

Ioanna Papasolomou