Journal of Global Marketing, Volume 36, Issue 5 (2023)

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Journal of Global Marketing, Volume 36, Issue 5 (2023)

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Research Articles

Article
A Systematic Analysis of Non-accidental Visual-Spatial Properties in Chinese Brand Names and Their Esthetic Associations
Fanny Fong Yee Chan
Pages: 339-355
Published online: 21 Jun 2023
AbstractforA Systematic Analysis of Non-accidental Visual-Spatial Properties in Chinese Brand Names and Their Esthetic Associations | Full Text | References | PDF (963.4 KB) | EPUB
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Article
SMEs Combating Turbulence: Examining the Role of Pricing Capability in Mitigating Market Turbulence and Improving Business Performance
Piyush Ranjan & Jogendra Kumar Nayak
Pages: 356-371
Published online: 21 Jul 2023
AbstractforSMEs Combating Turbulence: Examining the Role of Pricing Capability in Mitigating Market Turbulence and Improving Business Performance | Full Text | References | PDF (1.4 MB) | EPUB
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Article
A Hybrid Analysis of Consumer Preference for Domestic Products: Combining PLS-SEM and ANN Approaches
Nadjim Mkedder & Mahmut Bakır
Pages: 372-395
Published online: 21 Jul 2023
AbstractforA Hybrid Analysis of Consumer Preference for Domestic Products: Combining PLS-SEM and ANN Approaches | Full Text | References | PDF (2.3 MB) | EPUB | Supplemental
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Article
The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local
Beatriz Gonzalez-Cavazos, Claudia Quintanilla & Edgardo Ayala
Pages: 396-416
Published online: 19 Oct 2023
AbstractforThe Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local | Full Text | References | PDF (3.3 MB) | EPUB
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