In the 21st century, the growth of each country's economy is now mostly influenced by the assets based on physical or non-physical grounds. These invisible assets are, as explained by various studies, supporting that they are one of the most important driving forces in the country's economy to...

We have explored buying preferences of the consumers towards foreign verses domestic products by screening the literature available from 1995 to 2019. The emergence of economic progress has unified the markets worldwide eventually amending the process of consumer behavior. This process helps the...

The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for...

This paper studies the macroeconomic implications of firm-branding activities. We show empirically that firms build market share by creating new brands, developing their existing brands, and buying established brands from other firms. Sales and prices of the underlying branded products tend to...