The strength of economy of any country basically hinges on the strength and efficiency of financial system, which, in turn, depends upon a sound and solvent banking system. Banks needs to be more closely watched than any other type of economic unit. The regulators have recommended bank's...

In order to address the recent demands for innovation in international marketing segmentation, evaluates a set of six commonly‐derived measures for objective quality of life (QoL) – or material conditions of living – across 165 countries of the world. Using clustering analysis, 12 segments...

Purpose – The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets. Design/methodology/approach – The authors...

Purpose: This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing...