...Gowtham Chinnasamy; Barsha Ghosh Purpose Prior research suggests that the advertising–sales relationship exhibits diminishing returns beyond optimal thresholds. Integrating resource-based view and signaling theory, this study investigates whether advertising effectiveness recovers or continues...

... and asset efficiency when seeking to employ innovation reputation to boost market capitalization, adding knowledge to the growing literature on the innovation facet of corporate reputation. Innovation reputation Market capitalization Firm size Industry-based perspective Resource-based view Asset...

... the potential underperformance of brand equity within this context. Furthermore, this study advances the integration of resource-based view with institutional theory by combining brand equity with institutional factors at the macro-, meso-, and micro-level in China. Originality/value This study focuses...

... based on mutual value creation. This paper adopts a resource‐based view to support this approach. It contributes to knowledge about emerging markets by reflecting on the benefits gained by both international firms and local firms that are based in emerging markets as partners in association for business...