This article investigates the factors that affect consumers' attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

Purpose: The purpose of this paper is to investigate how the CARTER model impact on attitudinal loyalty in Islamic banks. Design/methodology/approach: The paper presents primary data collected by self-administered questionnaires involving a sample of 655 respondents from all local Islamic banks...

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: This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

Since the mid 1980s a steady stream of research studies have examined the marketing/entrepreneurship interface in SMEs. Whilst much of this work has concentrated on specific research issues surrounding the implementation of marketing in entrepreneurial SMEs, a focus of much of this work has been...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...

This paper is derived from another which was awarded the bestpaper prize at the 9th International Entrepreneurship Conference. Its theme is that while inventions and innovations make significant contributions to the growth and competitiveness of national economies, there are problems in the U.K....

In the context of the IT industry''s phenomenal growth and the era of New Marketing, it is noted that care is being taken by many of the leading IT companies (including those exclusively marketing directly to their customers) to nurture their corporate brand identities. This paper examines...