Brand activism is a new and fragmented phenomenon that has been attracting growing
attention from scholars. Research on this topic is still at an exploratory stage and in need of …

El éxito de una empresa no solo se basa en la calidad de sus productos si no también en la
forma como es recordada su marca en el mercado ya este proceso se le conoce como …

Rooted in the territorial approach, this theoretical paper offers a systematic literature review
(SLR) of ecosystems based on a selection of 104 articles and books and their archetypes …

This paper aims to explore how corporate brands co-create value with their multiple
stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with …

For startups, building a corporate brand in the digital age is an important strategic imperative
and today requires different brand management strategies from the traditional ones in the …

Purpose The purpose of this paper is to conceptualise and provide a future research agenda
for (in) congruence regarding cues between products, brands and atmospheres …

Previous studies have found that student-athletes (S-As) have difficulties in achieving dual
career (DC) success. However, no studies have analysed the opinion of the S-As on the …

The increased interest of public organizations in using corporate branding principles creates
a need to understand how to implement such principles effectively. Although previous …

This study extends understanding of and demonstrates the importance of corporate
branding in the energy sector. We analyse the relationship between branding and consumer …

Introduction This paper examines the convergence of the opinions of European higher
education institution (HEI) experts on possible implementation of dual career policies and …