Browsing Business Administration by Subject "Global brands"
Now showing items 1-2 of 2
-
Consumers and brands across the globe: research synthesis and new directions
(American Marketing Association, 2018-03)Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, ... -
Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter
(Sage, 2022-09)Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to create a digital impact. CMO communication on societal issues is understudied despite heightened global attention to brands’ social ...
Share this page