Developing A Scale For Brand Competitive Positioning: A Study In The Home Appliance Industry
Purpose-The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, Read More »
Author: Majid Mohammad Shafiee, Effat Sadat Mahboobi Renani, Seyed Fathollah Amiri Aghdaie, Azarnoush Ansari
Contributor: eb™ Research Team
A New Consumer Relationship Model: The Marketing Communications Application
The article investigates empowered consumer behavior and explores its evolutionary nature and contemporary contexts in developed countries. Through a comprehensive literature review multi perspective Read More »
Analysis Of Mediation Effect Of Country-of-origin Image On Brand Equity
Marketers are required to study consumer psyche for the development of sustainable competitive advantage over other brands. One of the most significant challenges for marketing professionals is the Read More »
The Role Of Ideology In Brand Strategy: The Case Of A Food Retail Company In Italy
Purpose This paper aims to study the role of ideology in brand strategy with reference to large-scale food retailing. By means of a thorough case study investigation of highly ideology-focused food Read More »
Examining Fifteen Years Of Ethics Research In The Journal Of Accountancy: 2002 To 2016
In the past fifteen years, ethics has come under the spotlight in the accounting profession. In this study, I examine ethics research in accounting by looking at publications in the Journal of Read More »