Marketing and Branding Research

2014 - 2025

Current editor(s): Carlos M. Rodriguez Neira

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2025, volume 12, articles 1

Harnessing AI to Redefine Brand Archetype Strategies: Insights from Industry Experts pp. 1-20

Ioana Iancu and Mihaela Jucan

Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions pp. 21-38

Hellena Mohamedy Mushi

Knocking on the Doors of Perception: Neuroacoustics in Marketing and Tourism. A Comparative Systematic Literature Review and Bibliometric Analyses pp. 39-73

Nuria Recuero Virto and Manuel Recuero Lopez

2024, volume 11, articles 1

The Impact of Digital Marketing on the Performance of Small and Medium–Sized Enterprises in North Macedonia pp. 1-11

Teuta Veseli-Kurtishi

Factors Influencing Buying Intentions of University Students in Mauritius Toward Online Shopping pp. 12-26

Mridula Gungaphul and Mookhuldev Mangra

The Role of Relationship Marketing on Customer Advocacy: An Empirical Investigation from Insurance Companies pp. 27-41

Ezekiel Olakunle Oluwabiyi, Timilehin Olubiyi, Olalekan Asikhia and Thomas Kalu Egwuonwu

Enhancing the Reputation of Territorial Brands through Digital Presence: The Case of “WeCasablanca†pp. 42-50

Yasmine Alaoui and Khatib Majda

Brand Equity and Customer Life Cycle in Start-Ups pp. 51-78

Michael Oyedele Oyenuga and Chok Nyen Vu

2023, volume 10, articles 1

Brand Storytelling in the Age of Short Attention Spans: Strategies for Effective Communication pp. 1-16

Nataliia Rodinova, Ulyana Balyk, Yulya Korobko and Tatyana Plekhanova

E-Commerce Taxation Challenges and Opportunities: From Clicks to Conversions in Fast-Moving Consumer Goods pp. 17-27

Теtyana Scoromtsova, Iuliia Panura, Tetiana Tuchak and Larysa Chayka

Managing Product Features and Customer Satisfaction via Product Development, Product Branding, and Product Packaging: Evidence from CWAY Table Water pp. 28-44

Michael Oyedele Oyenuga and Ekweogwu Fredrick

Inclusive Social Marketing: Representation and Diversity in Brand Campaigns pp. 45-58

Anna Verbytska, Iryna Lysenko, Larysa Babachenko and Nataliia Kraskivska

E-Marketing and its Impact on the Modern Economy pp. 59-69

Olha Prokopenko, Ihor Halytsia, Tamara Berezianko and Viktoriia Bozhkova

2022, volume 9, articles 1

The Impact of COVID-19 Pandemic on the Competence of Business Managers as Mediation on the Performance of Fast-moving Consumer Goods in Ghana pp. 1-17

George Kankam Jnr.

Marketing Strategies in the Development of the Halal Products and Services Industry pp. 18-30

Shakizada Niyazbekova

Contemporary Trends in the Use of Social Media in Marketing and Branding pp. 31-41

Liudmyla Trebyk

2022, volume 9

The Role of Marketing in Creating and Sustaining Poland's National Brand pp. 42-52

Aleksander Sapiński

The Impact of Digital Transformation on Project Management and Business Development: Case Studies in Diverse Industries pp. 53-64

Ruslan Sayed

2021, volume 8, articles 1

Crude Oil Price, Interest Rate and Unemployment Nexus in Nigeria: An Application of Toda and Yamamoto Long-Run Causality Procedure pp. 1-16

Rabiu Maijama’a and Kabiru Saidu Musa

Factor Analysis of Government Performance and Tax Morale in Nigeria pp. 17-30

Lateef Ayodele Agbetunde, Lateef Babatunde Adedokun and Musa Olatunji Dawodu

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis pp. 31-47

Onamusi Abiodun Babatunde

Effect of Brand Equity on Consumer Behaviour Among Students of Veritas University, Nigeria: A Study of Apple Smartphones pp. 48-64

Michael Oyedele Oyenuga, Agnes Ahungwa and Emmanuel Onoja

Online Shopping Tendency and Customer Trust in Nigerian Service Sector pp. 65-75

Idongesit Eshiett

Loyal Customers are Attached to Brands. Is this True? What is the Role of Customer Equity and Customer Trust? pp. 76-86

Onamusi Abiodun Babatunde and Mofoluwake. F Ayo

2020, volume 7, articles 1

Customer Engagement: The Next Frontier for the Marketers pp. 1-10

Avadhanam Ramesh and R. Srinivasa Rao

An Empirical Evaluation of Requirements Prioritization Techniques pp. 11-23

Naila Jan, Irum Inayat and Muhammad Abbas

The Effect of Uncertainty on Stock Returns and Risk-returns (Volatility) Relationship Across Military and Democratic Regimes in Pakistan pp. 24-46

Zareen Zafar and Danish Siddiqui

Crude Oil Price, Urbanization and Environmental Pollution: Fresh Evidence from Selected African OPEC Member Countries pp. 47-61

Kabiru Saidu Musa and Rabiu Maijama’a

Changing Market and Travel Trends: Marketing Strategies of the Department of Tourism-accredited Travel Agencies in the Cordillera Administrative Region pp. 62-69

Jojo B. Acop, John C. Chowogna, Jose Jr. Comila, Daniel Robert Tecson and Henry O. Maglaya

2019, volume 6, articles 1

Contribution of Sectorial Brands to the Competitiveness of the Regions and the Emerging Brands pp. 1-9

Ariana Daniela Del Pino Espinoza and Freddy Ronald Veloz de la Torre

2018, volume 5, articles 4

Air Transport - A Source of Competitive Advantages of the Region pp. 206-216

Keranka Nedeva and Evgeni Genchev

Pleasing Scents: The Effect of Gender Incongruent Scents on the Repurchase Intention of the Consumers pp. 217-232

Zahra Afaq, Shahab Aziz, Amir Gulzar Sindhu and Sajid Bashir

An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch) pp. 233-243

Masoud Dehghani

Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences pp. 244-250

Tanyeri Uslu and Merve Yanar Gürce

2018, volume 5, articles 3

Developing a Measurement Scale of the Use of Mobile Technologies in E-learning: A Structural Equation Model pp. 140-150

Hale H. Turhangil Erenler

Online Evaluation Platforms as a Tools for Enhancing Competitiveness in Healthcare Sector pp. 151-158

Róbert ŠTefko, František Pollák and Nella Svetozarovová

Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa pp. 159-167

Nerisa N. Paladan

Measuring Credit Risk Management and its Impact on Bank Performance in Iran pp. 168-183

Azam Ahmadyan

Energy Dependence of the Solar Business of the European Union and Bulgaria pp. 184-189

Noncho Dimitrov

Investigating the Situation of Lacquered Wire Kavir Yazd Company in Lifecycle and the Fit between Marketing Strategy and Marketing Mix pp. 190-205

Aliakbar Beygiyazdi, Shahnaz Nayebzadeh and Abolfazl Davoodi Roknabadi

2018, volume 5, articles 2

Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride Hailing Service in Vietnam pp. 78-91

Nguyen Ngoc Duy Phuong and Tran Thi Dai Trang

Perception of Advertising and Expectations of Advertising in terms of Gender Differences pp. 92-99

Zuzana Birknerová, Miroslav Frankovský, Lucia Zbihlejová and Valéria Parová

Use of Viral Marketing by Universities pp. 100-110

Adriana GrenÄ Ã­ková, Karol KrajÄ O and Jakub Sokol

Economic Effects and Invasion of Low-Cost Carriers on the Bulgarian Air Market pp. 111-121

E. Rancheva, T. Petkov and Stela Todorova

Hotel Customer Loyalty: The Effect of Individual’s Similarity to Brand, Lifestyle Congruency and Cultural Brand Asset pp. 122-139

Shahnaz Nayebzadeh and Maryam Farmani

2018, volume 5, articles 1

The Relationship of Tourists’ Loyalty with Individuals’ Normative Beliefs and Tourism Experience of Ecotourism pp. 1-7

Maryam Anahid and Farzad Sattari Ardabili

Importance of Financial Aspects of a Company Crisis Management in Slovakia pp. 8-22

Katarína Fedorková

Studying the Effect of Sales Forces’ Personality Traits on the Customer Relationship Management (Isfahan Asia Insurance Company) pp. 23-30

Ahmad Sedaghatnia, Behnaz Rostamian, Ali Nasr Esfahani and Arash Shahin

Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country pp. 31-43

Dania Shakaib Farid and Mazhar Ali

Bulgarian Film Industry: Assessment through Market Mapping pp. 44-50

Bilyana Tomova

What Did Sap Change? A Market Shaping Analysis pp. 51-63

Burak Erkut

Examining the moderating role of corporate social responsibility in the relationship between socially responsible consumption and quality of work life (QWL) of the staff in Social Security Organization pp. 64-77

Mahdieh Rahmani and Akram Eghbali