Purpose The purpose of this paper is to present integrated generalized structured
component analysis (IGSCA) as a versatile approach for estimating models that contain both …

Purpose The purpose of this paper is to: distinguish between financial brand equity and
perceptual brand equity; distinguish among different stakeholder perspectives on customer …

The purpose of this article is to reconceptualize the term “masstige”(Mass Prestige)
marketing, develop a masstige model for brand management, and extend the use of the …

Purpose–The purpose of this article is to fill the gap in the discussion of the ways in which
firm-created and user-generated social media brand communication impacts consumer …

Food and gastronomy (F&G) are increasingly recognized as potentially determinant
elements for the sustainable development of places. A commonly held theory in many …

Brand equity is an essential concept in marketing academia and practice. The term came
into use during the late 1980s, and the importance of conceptualizing, measuring and …

Abstract The Management International Review (MIR) celebrated its 60th anniversary in
2020. In commemoration of this event, we use a bibliometric analysis to present a …

This study, for the first time, aims to integrate brand attachment as an antecedent of brand
love and both, affective commitment and brand trust as mediators between brand love and …

This study aims to fill the gap in estimating the Green Country Brand Strength Index and its
convergence among EU countries and Ukraine (as a potential EU candidate) from 2006 to …

Purpose This paper aims to provide an integrated model of nation branding, propose a
comprehensive definition of this concept and differentiate between nation branding and …