Table of contents - Special Issue: Branding in Emerging Markets
Guest Editors: Maktoba Omar, John Ensor
Brand loyalty in emerging markets
Tho D. Nguyen, Nigel J. Barrett, Kenneth E. MillerThis paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam.
Sourcing or selling: the Value Flame at the Base of the Pyramid
Robert L. Williams, Maktoba Omar, John EnsorMuch has been written concerning the value and validity of the bottom of the pyramid (BOP) model, as a strategy for multi‐national corporation (MNC) growth. The model presented in…
Branding at the base of pyramid: a Zimbabwean perspective
Tendai Chikweche, Richard FletcherThe purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs…
Brands and service‐quality perception
Robert Hinson, N. Owusu‐Frimpong, Julius DasahThis paper seeks to determine from the standpoint of undergraduate students, service‐quality dispositions of bank brands operating in Ghana; in respect of customer service (human…
Re‐branding Africa
Collins Osei, Ayantunji GbadamosiThe purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic…
A brand for all the nations: The development of the World Heritage Brand in emerging markets
Jason Ryan, Sari SilvantoThis paper aims to explain the emergence of the World Heritage Site (WHS) designation as a de facto brand. Branding provides a framework for managing the image of a place and is…
The brand‐wagon: emerging art markets and the Venice Biennale
Victoria L. Rodner, Maktoba Omar, Elaine ThomsonThe purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss