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Developing a formative framework of brand communities as an alternative strategy for marketing and public relations practitioners in emerging markets

Noel Nutsugah, Kobby Mensah, Raphael Odoom

Strategy & Leadership 1–23.

https://doi.org/10.1108/SL-03-2026-0131

Published: 08 July 2026

... Brand communities Emerging markets pr & marketing Formative framework Brand loyalty The need for high-quality organization-consumer relationships has become a central strategic agenda for many businesses globally. Firms continuously reconfigure and cultivate these relationships to secure...

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