Table of contents
Political market orientation and strategic party postures in Danish political parties
Robert P. Ormrod, Stephan C. HennebergThe purpose of this paper is to investigate the relationship between the strategic postures and political market orientation profile of two Danish parties. Profile stability at…
Celebrity endorsement, brand credibility and brand equity
Amanda Spry, Ravi Pappu, T. Bettina CornwellThis research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role…
An examination of branding advantage in export ventures
Stavroula Spyropoulou, Dionysis Skarmeas, Constantine S. KatsikeasGlobalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based view (RBV…
Effects of trust beliefs on consumers' online intentions
Enrique P. Becerra, Pradeep K. KorgaonkarThe purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase…
Feedback information and consumer motivation: The moderating role of positive and negative reference values in self‐regulation
Rana Sobh, Brett A.S. MartinMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is…
Marketing communications for special events: Analysing managerial practice, consumer perceptions and preferences
Anne‐Marie Hede, Pamm KellettRelatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing…
Country and firm level factors in international retail expansion
Polly Chan, Carol Finnegan, Brenda SternquistThe purpose of this study is to investigate firm‐ and country‐level drivers of retail performance.
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall