Browsing Commerce and Management by Subject "Pakistan"

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Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility

Kashif, M.; Fernando, P.M.P.; Samad, S.; Thurasamy, R. (Asia Pacific Journal of Marketing and Logistics, 2018)

Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to ...
Re-imagining marketing as societing: A critical appraisal of marketing in a developing country context.

Kashif, M.; Fernando, P.M.P.; Altaf, U.; Walsh, J. (Emerald Publishing Limited, 2017-10-28)

Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making ...

Now showing items 1-2 of 2

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