As environmental and energy issues are becoming more serious, China has seen the birth of a number electric vehicle start-ups (EVSUs). Although there been dozen or so studies about consumers’ purchase intention battery vehicles, few them were start-ups. Therefore, it is necessary to explore factors that influence vehicles from Chinese (CEVSUs). This study establishes theoretical model intention...

Ever since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time...

In today's competitive world corporate survival requires special attention to innovation. Given the key role of intellectual capital in corporate innovation capability, this article is written with the aim of provide a model to promote organizational innovation through human capital management and knowledge sharing. The population in this study is managers, directors and experts from 13 industr...

In today's competitive world corporate survival requires special attention to innovation. Given the key role of intellectual capital in corporate innovation capability, this article is written with the aim of provide a model to promote organizational innovation through human capital management and knowledge sharing. The population in this study is managers, directors and experts from 13 industr...

The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: The brand, the individual consumer, and the brand community. T...

this research aimed to investigate the effect of brand vision and positioning on brand equity with regard to moderating role of product performance and using descriptive survey research. the population of research was marketing experts of superior brands in iran’s food industry, which chosen 148 sample of those population using stratified sampling method. data collection tool was a questionnair...