The increasing popularity of woke brand activism, tied to movements such as Black Lives
Matter and Me Too, is creating new opportunities for brands to signal their responsibility and …

Purpose Brands are investing heavily in content marketing within digital communication
channels, yet there is limited understanding of the effectiveness of this content on consumer …

Adopting and clearly communicating a higher purpose has become a key priority for many
brands. More and more commercial organizations see purposeful branding as the next …

In response to calls for marketing accountability and for evaluating the long-term brand
building efforts, this research proposes a new behavioural long-term-oriented measure, called …

This study aims at providing an explanation of Electronic Human Resource Management (E-HRM)
and introducing its activities and tools. Furthermore, we investigate the effect of …

The promotion of diversity and inclusion in advertising has the potential to bring about positive
change in society. Despite its importance, there has been limited research on consumer …

This article evaluates brand associations in higher education. It examines the brand associations
of healthy and unhealthy universities. This article also compares the students’ shared …

Measuring the performance of marketing initiatives has been a long standing problem.
Marketing performance can be measured from different perspectives such as effectiveness or …

This paper aims at studying the interactions between brand and customer assets over the
long-term. Through the application of a new behavioural measure called the brand health …

Evidence regarding the impact of product line breadth (PLB) on brand performance remains
fragmented; the current research proposes an influential effect of product equity in …