Purpose: This study aims to revisits the meaning of corporate identity (CI) in practice to identify its key dimensions and the interrelationships between them and to provide insights on how to operationalize the construct. Design/methodology/approach: This study is based on a comprehensive...

Purpose: Drawing on the resource-based view (RBV) and literature on relational embeddedness and network ties, we examine how personal relationships of international social entrepreneurs and accountability of social enterprises influence social value creation in cause-related marketing (CRM) of...

Purpose: The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can...

Purpose: The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager...