Cultural technology: A framework for marketing cultural exports – analysis of Hallyu (the Korean
wave) | Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish …

This study explores how consumers evaluate co-branding alliances between dissimilar
partner firms. Customers are well aware that different firms are behind a co-branded product …

This research explores the topics of perceived brand globalness (PBG) and perceived brand
localness (PBL) in the B2B context—specifically in terms of how brand localness and …

Given the existence of brand parity/brand similarity in certain product categories, it has
become difficult for brand owners to provide unique brand experience to the customers …

This study examines perceptions of brand alliances, in the form of dual degrees, between
UK universities. Signalling theory and attitude accessibility are applied to test for evidence of …

Purpose The purpose of this paper is to examine the role of the corporate brand in a brand
alliance that includes one of the corporation's product brands. Design/methodology …

The metaverse proffers untapped potential for companies' marketing endeavours. However,
limited research demonstrates how firms utilise the metaverse as a mode of entry strategy …

Digital service providers frequently undergo independent third party assessments (ie, IT
certifications) to signal a high degree of service security and privacy. However, the academic …

Meeting visitors' demand for authentic tourism experiences is challenging, but joint brand
advertising can enhance the perceived authenticity of destination brands, making them more …

The increased competition in markets, make manufacturers find a better way to attract
customers. It is critical to make customers sure about the quality and reliability of products …