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Generating global brand equity through corporate social responsibility to key stakeholders

Torres, Anna; Bijmolt, Tammo H. A.; Verhoef, Peter; … - Instituto sobre Desarrollo Empresarial (INDEM), … - 2011

In this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to...

Persistent link: https://www.econbiz.de/10009364549

Role of MNCs in changing preferences for food consumption in Russia under import substitution

Chernova, Veronica Yu.; Starostin, Vasily S.; … - In: European research studies 20 (2017) 4B, pp. 158-166

Persistent link: https://www.econbiz.de/10012219571

How differing demographic factors impact upon customer loyalty towards national or international fast-food chains : a comparative study in emerging markets

Srivastava, R. K. - In: Journal of food products marketing 23 (2017) 8, pp. 901-925

Persistent link: https://www.econbiz.de/10011799806

Becoming TikTok famous : strategies for global brands to engage consumers in an emerging market

Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; … - In: Journal of international marketing 31 (2023) 1, pp. 106-123

Persistent link: https://www.econbiz.de/10014233467

Impact of global brand chief marketing officers' corporate social responsibility and sociopolitical activism communication on Twitter

Özturan, Peren; Grinstein, Amir - In: Journal of international marketing 30 (2022) 3, pp. 72-82

Persistent link: https://www.econbiz.de/10013388979

The impact of cultural variability on brand stereotype, emotion and purchase intention

Jakubanecs, Alexander; Supphellen, Magne; Helgeson, James G. - In: Journal of consumer marketing 40 (2023) 1, pp. 112-123

Persistent link: https://www.econbiz.de/10013536012

Benchmarking global IT majors' brand strength towards global branding of Asian IT organisations

Ray, Keshab; Sharma, Meenakshi - In: International journal of business and globalisation : IJBG 31 (2022) 2, pp. 170-197

Persistent link: https://www.econbiz.de/10013475404

Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad

Cleveland, Mark; Bartikowski, Boris - In: Journal of business research : JBR 155 (2023) 2, pp. 1-13

Persistent link: https://www.econbiz.de/10013492752

Impact of perceived brand authenticity on consumer behavior : an evidence from generation Y in Asian perspective

Safeer, Asif Ali; He, Yuanqiong; Lin, Yuanyuan; Abrar, … - In: International journal of emerging markets 18 (2023) 3, pp. 685-704

Persistent link: https://www.econbiz.de/10014333517

Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis

Niros, Meletios I.; Niros, Angelica; Pollalis, Yannis; … - In: International marketing review 40 (2023) 5, pp. 1012-1034

Persistent link: https://www.econbiz.de/10014470105