Cross-cultural/national research is essential for both scholars and practitioners. Although
the methodological issues specific to this research have long been acknowledged in the …

This study investigates the underlying mechanisms and boundary conditions that explain
the relationship between transformational leadership and frontline employee performance. …

This study explores the relationships between two central elements of marketing communication
programs — advertising and sales promotions — and their impact on brand equity …

Purpose – The purpose of this paper is to explore attitudes of consumers who engage with
brands through Facebook “likes”. It explores the extent to which these brands are self-…

As more and more educational institutions are integrating new technologies (eg audience
response systems) into their learning systems to support the learning process, it is becoming …

… Building brand equity generates more value for corporations since a more favourable
consumer response results from positive brand equity. … Building a strong brand with …

Purpose – This study seeks to investigate the measurement invariance of the consumer‐based
brand equity scale across two samples of UK and Spanish consumers. Design/…

Organizations are increasingly making use of gamification to enhance users’ engagement
with their mobile apps. However, more research into the mechanisms that facilitate user …

Front line employees are critical to service brand success, as their performance brings brand
promises to life. Banking employees, like others, must remain committed to their employers, …

Although many managers recognize that Facebook Fans represent a marketing opportunity,
there has been little research into the nature of different Fan types. This study explores a …