A brand's country-of-origin can influence the brand's perceived positioning by reducing
perceived risks, acting as a guarantee and enhancer for the positioning strategy. Thus it can …

This bestselling coursebook introduces current understanding about culture and provides a
model for teaching culture to translators, interpreters and other mediators. The approach is …

This research aimed to assess the impact of green packaging and green advertising on
competitive advantage and business performance of manufacturing Small and Medium …

Purpose This study aims to examine in which circumstances consumer's self-congruity
moderates the indirect influence of consumer-based brand equity (mediating role) in the …

This study presents a cognitive appraisal model that identifies consumption emotions and
trust as key mediators in the relationship between perceived service fairness and behavioral …

Internationalisation and branding strategy: A case of the English Premier League’s success
in an emerging market | Emerald Insight Books and journals Case studies Expert Briefings …

Made Up exposes the multibillion-dollar beauty industry that promotes unrealistic beauty
standards through a market basket of advertising tricks, techniques, and technologies …

The Micro, Small, and Medium Enterprises (MSMEs) play a significant role in developing the
Philippine economy by reducing poverty and creating jobs for the country's growing labor …

The phenomenon of “green marketing” has developed particular significance in the modern
market, emerging in the developing and developed world as an important concept, and is …

The Second Edition of International Business includes recent impacts on international
business such as the financial crisis, Brexit and the changing political landscape, Chinese …