Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the …. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand … relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

purchase their aspirational Global brands. India being one of the fast-developing countries with world's second largest … retailers in India into a quandary and they think that this is surely leading to cannibalization and thereto impacting the store … experiment by introducing a reputed Global apparel brand abreast an existing Indian store apparel brand/private label to …

The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on …