The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

While brand punishment – through either individual or collective action – has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across...

While prevailing marketing practice is to encourage ever stronger relationships between consumers and brands, such relationships are rare and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand...

Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crises situations. Therefore, this chapter presents a bibliographic analysis on digital corporate communication technologies. The grounded theory’s...

The higher educational institutions (HEIs), including universities and colleges are increasingly seeking new resources, competences and capabilities to improve their corporate reputation. Therefore, this paper has relied on a generic approach to critically analyze the marketing environment of...

There is a substantial literature in medical journals examining the marketing and promotional efforts of pharmaceutical firms. This literature is generally critical of those efforts, focusing on the negative aspects of promotion. Although the literature is expressed in empirical and scientific...

Chinese consumers recognize in Italian products a high added value and, in some cases, consider them preferable to other products. The success around the world of items ‘‘Made in Italy'' is mostly due to the Italian brand's ability to transfer a certain sense of product quality in concert...

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...

Research on brand transgressions and service failure-recovery appear to study a similar phenomenon, yet both streams developed surprisingly independently and with limited reference to each other. In response, we synthesize the growing brand transgression and service failure-recovery literatures...

This is the tenth report in a series of annual studies exploring the latest social media trends across the Middle East and North Africa (MENA) region. Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship...