Vol. 19 No. 1 (2025)

Articles

• The Three B’s of Branding: Navigating Multicultural Markets

  April Schofield, Darrin Duber-Smith, Biff Baker

  • PDF

• Instagram Analysis: Country Comparison on Purchase Intention

  Tuba Bingol, Fahri Karakaya

  • PDF

• Engaging Employees Through Corporate Social Responsibility Programs Aligning Corporate Social Responsibility and Employee Engagement

  Paula Bernardino

  • PDF

• Comparing LGBTQ+ and Non-LGBTQ+ Video Game Consumers to Understand the Impact of LGBTQ+ Images on Brand Resonance

  Sindy Chapa, Samantha Sumler, Alessandra Noli Peschiera

  • PDF

• Brand Community Dynamics as a Basis for Competitive Strategy

  Luis E. Torres, Reanna Berry, Phillip Hartley

  • PDF

• The Effectiveness of a Social Media-Based Boycott and Social Media Marketing Capabilities in Mitigating Its Impact

  Shu Wang, Jing Liu

  • PDF

• Power of Cause Framing: Impact on Gen Z’s Attitudes Towards Corporate Charitable Contributions, Cause Participation Intentions, and Brand Loyalty

  Ngoc Mai, Kristin Stowe, Tiffanie-Turner Henderson, Jennifer Zarzosa

  • PDF