The intellectual structure in brands and branding research: a scientometric analysis / Jiaxun He, Cheng Lu Wang -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How consumer mindset response and long-term marketing...

Purpose: This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands. Design/methodology/approach: Integrative review and analysis with conceptual development and future research...

Drawing from a large sample of consumer survey in five major cities of China, this empirical study examines different underlying mechanisms of cultural identity and consumer ethnocentrism constructs. Furthermore, it investigates their different impacts on consumer preferences and buying behavior...