Vol. 17 No. 1 (2023)

Articles

• The Development of Entrepreneurial Marketing

  Jun Yu, Joyce Zhou

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• The Successfully Reposition of a Beer Brand Applying Strategic Planning and Transmedia Communication: The Case of Estrella Damm

  Antón Alvarez-Ruiz, Celia Castro Patiño

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• Individual-Level Market Orientation of Healthcare Practitioners in the COVID-19 Era

  Ceyhan Kilic, Türkan Dursun, Rui “Aray” Chen

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• Information Entropy as a Quality Control Tool in Survey Research

  Dan Friesner, Carl S. Bozman, Matthew McPherson, Faith Valente, Anqing Zhang

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• Brand Communication and Digital Influencers: Fad or Bab!

  Rosa Maria Sobreira, Paula Arriscado, João Fernandes

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• The Influence of Emoticons on New Product Evaluation

  Sang Yong Bok

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• Post-Pandemic Marketing Challenges and Strategies

  Shahriar Gias

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• NIL, Stakeholders, and Image Transfer: An Empirical Study of Mid-Major Student-Athletes

  Norm O’Reilly, Rick Burton, Connor Blake, Thomas Erick

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• Small Business Social Media Use, Innovative Work Behavior, and Organizational Performance

  Kelsey Metz, Daniel Kanyam

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