With the advent of the digital economy era, the relationship between consumers and brands
is changing. The mode of marketing, especially the paradigm of brand management, also …

Purpose This study aims to develop a moderated mediation model that enables the
examination of the direct relationship between brand orientation (BO) and export …

The success of superhero movies creates the superhero characters as the brand itself,
which generates interest for other brands to collaborate by licensing businesses. However …

Waralaba menganalisis pengaturan lisensi merek dagang dan bentuk tanggung jawab
hukum atas penyalahgunaan kontrak dalam sistem franchise. Metode studi hukum doktrinal …

Small and medium enterprises (SMEs) are essential sectors as they contribute the most
significant percentage of total business operations in Malaysia. Among the SMEs, micro …

This research explores the nexus of audio branding and small and medium-sized
enterprises (SMEs), a substantial sector representing 90% of global businesses yet one that …

Small business branding is a relatively under-researched field, and available research
largely excludes the African region. As a result, the brand development of small and medium …

This study aims to analyze the factors that make MSMEs have economic resilience so that
they can enter the global market/go international. The approach used is qualitative research …

The paper pays attention to the limited opportunities of small businesses in the development
of product promotion programs and logistic schemes. Most entrepreneurs turn to specialized …

In the age of the attention economy, the struggle to capture consumer attention amidst
information overload is a pressing concern. As digital platforms inundate users with visual …