Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

This study tries to understand the sustainable competitive advantage in interorganizational perspective. It is based on a conceptual framework integrating the different «resources-based perspectives». The approach is qualitative; it is based on multiple case studies carried upon nine Tunisian...

Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are still issues about the reliability and validity of the scale across business sectors. This study...

Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...

Why are certain movies more successful in some markets than others? Are the entertainment products we consume reflective of our core values and beliefs? These questions drive our investigation into the relationship between a society's oral tradition and the financial success of films. We combine...

Kinship ties are a common institution that may facilitate in-group coordination and cooperation. Yet their benefits - or lack thereof - depend crucially on the broader institutional environment. We study how the prevalence of clan ties affect how communities confronted two well-studied...