Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of...

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose...

The main purpose of this paper is to integrate the literature on human resource management (HRM) and environmental management. Moreover, the paper shows the role that green human resource management (GHRM) plays in environmental management activities. This article examines the main relationships...

Our current review paper aims to discuss the various issues pertaining to the future research avenues of CSR, and possible expansions that this scholarly field could have considering the growing interests from numerous academic disciplines and practitioners across the globe. In particular, we...

(1) Background: In a competitive and globalised world, retaining immigrants in entrepreneurial universities is an underutilised asset, one that allows economic development to be better enabled. Thus, studying the entrepreneurial intention (EI) of students enables the development of practices and...

The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology,...

Traditional branding approaches take too long to react to today's dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there...

This paper aims to contribute to a better understanding of the literature on open innovation and entrepreneurship. Several studies have applied bibliometric methods to innovation and entrepreneurship separately. However, no study has considered these fields in combination while using a...

This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by...

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study investigated the direct influences of various...