Collaboration and Partnership

Article

Event Marketing And Sponsorships

This chapter provides an in-depth analysis of event marketing and sponsorship within the Malaysian context, highlighting how global influences intersect with local cultural values to shape the Read More »

Date: 12/2025
Author: Siti Hawa Radin Eksan
Contributor: eb™ Research Team
Article

Relevance, Commitment, And Impact: Aspirational Formulations Of Investing-related Influencer

In contemporary society, social media influencers have become mediators of not only commercial but also political and cultural meanings, and their roles are diversifying. In this study, we focus on a Read More »

Date: 05/2025
Author: Heidi Hirsto, Cecilia Hjerppe
Contributor: eb™ Research Team
Article

All For One And One For All: How Quickly-Formed Consumer Groups Can Encourage Prosocial Behaviour

This paper explores alternative means by which brands can encourage consumers to engage in socially and environmentally positive behavior. Rather than altruism appeals, we suggest that brand owners Read More »

Date: 06/03/2014
Author: Guy Champniss, Hugh Wilson, Radu-Mihai Dimitriu, Emma Macdonald
Contributor: eb™ Research Team
Article

Brand Extensions Threat: Counter Extensions

Among the risks of a brand extension strategy, there is the one to stimulate a reaction of counter extension. This would frustrate any positive result obtained by the brand extension. The literature Read More »

Date: 06/03/2014
Author: Bruno Busacca, Giulia Miniero, Giuseppe Bertoli
Contributor: eb™ Research Team
Article

The Role Of Certification In Seller-Reseller Relationships: A Critical Evaluation Through The Lens

The certification of resellers is prevalent in the information and communication technology (ICT) sector. Certification is a mechanism employed by suppliers to provide credibility and ensure Read More »

Date: 06/03/2014
Author: Chris Storey, Canan Kocabasoglu-Hillmer, Sinead Roden, Ko de Ruyter
Contributor: eb™ Research Team
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