...Ankur Srivastava; M.S. Balaji Purpose Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions...

... social media strategy more specifically, should be a priority. Jennifer Rowley can be contacted at: j.rowley@mmu.ac.uk 13 04 2015 05 10 2015 13 10 2015 Social media marketing B2B branding Social networking sites Brand management Global brands Social media...