The paper focuses on studying the impediments for new entrants into emerging markets from a perspective of the African economies and proposes a conceptual framework for a sustainable distribution system. While there is a lot of research on emerging economies, African markets have remained...

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...