The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

How brand experience can be leveraged to enhance profitability is attracting growing
interest from both practitioners and academics. This study develops and empirically …

This paper relates integrated marketing communication (IMC) to market orientation (MO),
brand orientation (BO), and external performance measures. The perspective adopted here …

The industrial revolution was to manufacturers what the digital revolution is to consumers.
What we are seeing today is a renegotiation of the relationships between companies and …

Understanding the ways in which consumers' involvement levels influence how they use
different cues to make purchase decisions has been a topic of research for several decades …

We examine the global branding programs of five New Zealand industrial firms and identify
the salient components and capabilities underpinning these programs. The cases built their …

Purpose–Behavior of a consumer largely depends on interplay between inner self and outer
stimuli. Consumption decisions made in the market cannot be viewed as an independent …

The paper reviews the conceptual foundations of advertising polysemy—the occurrence of
different interpretations for the same advertising message. We provide a cross-disciplinary …

In a world of global competition and changing consumer needs, brands have continued to
remain strategic drivers among competitive firms operating in the global and local …

The view that CSR performance can be improved most effectively through external
pressures is shown to be invalid for most firms. In exploring why this is the case, the authors …