J Strat Mar
Introduction
Journal of Strategic Marketing, 29(1)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Influencing COBRAs: the effects of brand equity on the consumer’s propensity to engage with brand-related content on social media
—Bruno Schivinski , Daan G. Muntinga , Halley M. Pontes & Przemyslaw Lukasik [] []
The impact of online buzz on internet IPO valuation
—Astrid L. Keel , Claire E. Lending & Beverly Marshall [] []
Potential absorptive capacity and performance of Vietnamese contract manufacturing exporters: mediating factors in entrepreneurial marketing behaviour
—Thao Kim Nguyen , Revti Raman Sharma & Dave Crick [] []
Institutional explanations for local diversification: a historical analysis of the Japanese beer industry, 1952-2017
—Maki Umemura & Stephanie Slater [] []