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Management and Marketing Volume 10 Issue 4

Subject Areas: Business, Management and Accounting (miscellaneous)
Publisher: Walter de Gruyter - de Gruyter
ISSN: 1842-0206
SJR: 14

LitStream

Journal Article

The impact of brand image fit on attitude towards a brand alliance

Riley, Debra; Charlton, Nathalie; Wason, Hillary

2015 Management & Marketing

doi:10.1515/mmcks-2015-0018

Abstract Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its...
LitStream

Journal Article

Testing knowledge sharing effectiveness: trust, motivation, leadership style, workplace spirituality and social network embedded model

Rahman, Muhammad Sabbir; Osman-Gani, AAhad M.; Momen, Md. Abdul; Islam, Nazrul

2015 Management & Marketing

doi:10.1515/mmcks-2015-0019

Abstract The aim of this inquiry is to investigate the relationships among the antecedents of knowledge sharing effectiveness under the position of non-academic staff of higher learning institutions through an empirical test of a conceptual model consisting of trust, extrinsic and intrinsic...
LitStream

Journal Article

Promises of silent salesman to the FMCG industry: an investigation using linear discriminant analysis approach

Shekhar, Suraj Kushe; Raveendran, P.T.

2015 Management & Marketing

doi:10.1515/mmcks-2015-0020

Abstract Packaging which is often called as the ‘silent salesman’ is an important component of marketing. Today the importance of packaging has risen to such an extent that product packaging is rightly called as the fifth ‘P’ of marketing mix. FMCG are products which are utilized by large number...
LitStream

Journal Article

Using CSR to mitigate information asymmetry in the banking sector

Semenescu, Andreea; Curmei, Cătălin Valeriu

2015 Management & Marketing

doi:10.1515/mmcks-2015-0021

Abstract The paper examines the power of corporate social responsibility to reduce information asymmetry and to act as a marketing instrument in the banking sector. Trust is the most important asset of a bank. Therefore, banks are motivated to use the most effective instruments to diminish...
LitStream

Journal Article

Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences

Yousaf, Anish; Bashir, Makhmoor; Amin, Insha

2015 Management & Marketing

doi:10.1515/mmcks-2015-0022

Abstract The current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260...

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