Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

The recent rise in ethical consumerism has seen increasing numbers of corporate brands
project a socially responsible and ethical image. But does having a corporate brand that is …

Las relaciones comerciales desde el paradigma del marketing relacional propician los
intercambios de conocimiento y por ende la innovación. En este sentido, el propósito del …

The increasing growth of new hotels in the Malaysian domestic market indicates that the
hospitality and tourism industry is growing rapidly. As a result, there will be high competition …

In the current global economy, Entrepreneurial Marketing (EM) is essential to for the survival
of SMEs. More importantly, active SMEs generally contribute to the economy through poverty …

Purpose The purpose of this study is to examine the impact of four organisational cultural
traits of adaptability, consistency, involvement and mission on the three components of …

This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI)
on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market …

Even though internal marketing has been a buzzword for over 25 years now, most of the
literature has largely remained theoretical and few empirical studies, especially in sub …

Exploiting a distinctive measure of corporate culture based on advanced machine learning,
we investigate the effect of board gender diversity on corporate culture. Our results …

Purpose–This paper aimed to analyze the contribution of interorganizational relationships,
specifically between suppliers and clients, to organizational cultural changes …