This research aims to understand better the local consumer behaviour towards global fast-
food brands in the context of the Pakistani environment, incorporating different theories, for …

The present study examines public relations (PR), its impact on concepts such as corporate
communications, and integrated marketing, and its role in creating, maintaining, and …

In the current study, we have analyzed the influence of perceived brand globalness on
brand attitude, while considering the mediating role of brand credibility between these …

The current study was intended to examine the customer relationship management practices
in two different cultures; Türkiye and Morocco. The objective of the study was to determine …