Ecosystems—communities of interdependent yet hierarchically independent heterogeneous
participants who collectively generate an ecosystem value proposition—often emerge …

This research investigates the robustness of the relationship between social media
marketing activities (SMMA) and brand loyalty (BL). This relationship is examined based on …

Contemporary branding literature views brand identity as socially constructed through
complex interactions between multiple stakeholders. Despite extant work on how brand …

Purpose The authors develop a systematic literature review of research on family
multinationals, ie firms owned by one or more families that engage in foreign direct …

Purpose The purpose of this study sets out to examine (1) how have conflicts been
conceptualized and operationalized within the context of online consumption …

Companies in platform-based business markets have widely embraced freemium business
models where profit primarily depends on a minority of paying customers. However, the key …

Recent economic pressures have demanded higher education institutions respond with
strong, authentic brand promises. This mixed method multi-case study explored the …

Social media are increasingly leveraged on for the establishment of strong consumer–brand
relationships, however the causal relationships leading to them have yet to be clarified. The …

Online brand communities are gaining traction in the development of marketing strategy, but
it is unclear how the dominant group of users, the millennials, is being targeted with the …

Purpose Based on the conceptual model of consumer engagement in a virtual brand
community, this study aims to investigate this phenomenon and gauges the validity of the …