Purpose – The purpose of this paper is to measure and analyze industry export competitiveness of India and it tries to achieve this by presenting a multi‐dimensional framework for measuring and illustrating industry export competitiveness. Design/methodology/approach – The framework...

Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224...

Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on...

Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft...

The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate fields in which multinationals and emerging markets have been explored in the last forty years (1968‐2008). The paper finds...