As a highly customer-sensitive business, retailing is one of the most socially active industries. Nevertheless, when addressing retailers as brands, the retailing literature has failed to account for their unique social orientation, exposing a gap in the literature. This paper utilizes the sociological view of brands to socially construct a conceptual retail brand model from the customer standp...

This case study investigates as to how a commodity product in the Sri Lankan construction industry achieved generic status within category and gained an edge over competitors without getting involved any price war but using unique strategy win hearts & minds of influencers at large consumers. paper reveals strength brand that could make its communities bond with purpose. The core this is S-...

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibi...

Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process classical entrepreneurial management principles plus firm's applied logics. An online survey 235 found that adopted logic mediated relationship between cumulative We conclude managers planners must select most ...

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete’s on-field characteristics, attractive external a...

Abstract—It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then the transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set o...

The purpose of this paper is to posit a definition of a political brand alliance, and thereby advance the political marketing and brand marketing literature. This is achieved by building upon and extending Erevelles et al (2008, p.32) definition of brand alliance, and applying it to the Conservative and Liberal Democrat Parties’ Westminster level coalition, established in 2010. The paper argues...

This study aims to examine individual internal and external factors that influence the intention become an entrepreneur. looks at of subjective norms entrepreneurial passion on intention, considers moderating role social support in strengthening (or weakening) relationship between these variables. Using quantitative method, researchers conducted a survey 300 students who are members Indonesian ...