This article examines retail branding in the single-brand retail environment. Single-brand retailers sell only private label brands, which are generally the name of the store. The foundation of this research is based on prior calls in the literature to examine private label and retail branding. This article examines the role of selfand social-identification and affiliation with a brand communit...

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

This study provides a deeper understanding of the relevance of the entrepreneurship phenomenon to the franchisee context. A number of studies have echoed that the franchisee plays an important role in the generation of new ideas and innovations for the franchise system but we still do not know how franchisees maximize their entrepreneurial behaviors without jeopardizing the desires for standard...

Regardless of a customer’s social status, wealth, or country origin, Apple products have been notorious for establishing trends in regard to electronic devices. As 2019, China accounted 17% percent all sales. This has made possible large part due Chinese customers’ favorable image the brand and positive experience with products. study aimed examine impact experience, love, engagement on equity....

The field of entrepreneurship has struggled with fundamental questions concerning the subject’s nature and purpose. To whom and to what means are educational and training agendas ultimately directed? Such questions have become of central importance to policy makers, practitioners and academics alike. There are suggestions that university business schools should engage more critically with the l...

In 1976, Cambridge, MA, and Berkeley, CA, responded to concerns about the environmental effects of recombinant DNA by adopting identical biosafety ordinances. This paper explores the mediating factors that explain how scientists and entrepreneurs came to view these regulatory interventions in diametrically distinct ways. We argue that although the regulations were the same, the process behind t...

Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates interviews, observations, workshops document analysis two fast-growing B2B selling industrial equipment manufacturers personality. Finding...