...Nikolina Koporcic Purpose The purpose of this paper is to explore Interactive Network Branding (INB) in an emerging market (EM) context while focusing on the importance of firm representatives for small- and medium-sized enterprises (SMEs). The INB corresponds to the process of interpersonal...

...Nikolina Koporcic; Maria Ivanova-Gongne Purpose This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates the idea...

...Nikolina Koporcic; Jan-Ake Tornroos Purpose This paper aims to present the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the paper...