...Jae-Eun Chung; Byoungho Jin; So Won Jeong; Heesoon Yang Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type...

...Saravana Jaikumar; Arvind Sahay Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value...

... --> Cultural and anthropological consumption Biology of consumption Humanity Branding strategy Instant Appeal provides interesting thoughts about how human beings may process information through inherently natural and primal cultural, anthropological, and biological channels. Such processing...