Existing studies have documented that strong consumer-brand relationships can protect a brand from negative consequences of the brand’s unethical behavior. The current research investigates another
Multinational companies essentially manage their brands globally (e.g. Red Bull, Coca-Cola, Louis Vuitton), mainly because consumers tend to have similar tastes, preferences, and expectations around
Purpose – Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an inherent
This paper argues that producers in developing economies aiming to get a better deal may choose upgrading strategies that are highly influenced at the local level by relative positions of power in
Background: Understanding consumers' behavioral choices after the stimulus of negative events has great significance for repairing consumer perceptions, improving crisis management strategies for
