Purpose – The Lebanese began their present emigration in the middle of the nineteenth century, heading towards North America, Central and South America, Europe, Africa, and Australia. Today's Lebanese diaspora is made of highly educated and prominent entrepreneurs who have created huge marks...

Purpose – The aim of this paper is to explore the historical development of brands and the development of literature on brand switching to define the antecedents that cause switching behavior among consumers and the impact of switching on market share of companies. Design/methodology/approach...