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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 ...
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