Purpose Given the significant contributions of small-and medium-sized enterprises (SMEs)
across several economies, calls for investigations into their branding strategies are …

Purpose–At present no frameworks exist for services marketers to incorporate social media
(SM) within marketing communications planning. The majority of integrated marketing …

Purpose–The purpose of this paper is to consider the potential of an organisational
orientation, namely the electronic marketing orientation (EMO) to address implementation …

Purpose This paper aims to dissect conceptual and semantic issues surrounding the word
“brand.” Theoretical, operational and practical concerns resulting from the term's use and …

Purpose The present state of the financial services industry suggests the need for banks to
appeal to consumers' emotions with the aim of improving their reputation; this study aims to …

Purpose The purpose of this paper is to frame the guidelines for brand building for micro,
small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the …

We set out to discover how consumers really feel about different branded items by
conducting this study. This research aims to examine what variables impact consumers …

Since the COVID-19 pandemic was declared, the advertising industry has struggled to adapt
to a new reality. The current study aims to explore the impact of emotional advertising during …

Traditional research in brand architecture has primarily focused on bipolar, structural models
describing brand constellations viewed from the brand owner's angle of incidence. This …

The present study aims to identify the demographic variables that influence rural customers'
decision-making rules in the process of purchasing fast-moving consumer goods (FMCGs) …