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The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements.

It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India.

Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks.

The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers.

This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship.

This study offers new insights into the temporal aspects of branding for business-to-business markets.

The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism.

This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV.

The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments.

This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.

The purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”

Data were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees.

The study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth.

The focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study.

This study identifies the main impacts of digital technology on intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence and core competence, particularly in an SME’s setting.

The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager motivate resellers through a reseller motivation pyramid.

Using qualitative data collected from brand managers, different themes of reseller motivations were evaluated.

An overlap between organizational goals, resource-related needs and capabilities of resellers are indicative of modification required in reseller management strategy to keep resellers motivated.

This research suffers from lack of quantitative data that could enable the researcher to establish the linkages discussed.

This research extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets.

The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs.

A sequential multi-method approach is adopted with both qualitative and quantitative investigations. Using Structural equation modeling, the research refines and validates the measurement scales of impression formation in OCs.

Findings reveal that comprehensive messages have a direct effect on the impressions that an OC member forms. In particular, social context cues are an important predictor of online community corporate impression (OCCIP). Source credibility, affiliation, characteristics and interpersonal communication are all critical to OCCIP, which in turn, influence members’ attitudes toward the company and the intention to use it again. Surprisingly, relevance, timeliness, accuracy and perceived similarity did not have any significant effect on the corporate impression.

Three contributions are offered: First, the study provides reliable scales for measuring OCCIP. Second, support is given to the conceptual model that links OCCIP to a set of consequences, namely, attitudes toward the company, intention to use the company, and word-of-mouth. Finally, the study is conducted across two different and unique types of OC contexts, stipulating further insights into the localization of OCs.

This paper aims to reflect on different issues and perspectives on returns on investments made by MNEs towards social development. Need for an inclusive society drives accountable and effective cooperation between different actors in a market. Although multinational enterprises (MNEs) that operate in developing markets invest in social development, their managers find it very challenging to incorporate social development agenda into their business practices. Therefore, academics should develop business models which can guide thoughts and actions of managers of MNEs towards social development while allowing them to hold on to the business objectives and targets.

A review of current literature with available anecdotes about business practices helped the author to form a viewpoint and make recommendations.

The objective of the eighth millennium development goal is to promote global partnership between MNEs and domestic firms with or without intervention of a subsidiary. Addressing the particular needs of developing countries, such as capability enhancement or poverty reduction by managers of MNEs in a global setting, becomes a very complex issue. Investments by MNEs in developing countries towards these objectives are driven by different factors such as operational transparency, technological efficiency, investment types, innovation capability, branding strategy, quality assurance, public–private partnership, market-based pricing, reciprocity, distribution for penetration, etc., apart from linkages they create for developing resource-based competencies required for survival in a competitive market.

Empirical investigation of the viewpoint presented here will be required to convert recommendations into models applicable by managers of MNEs.

This study will help to enable managers of MNEs to perform need-based socially responsible actions.

This study will facilitate participation of MNEs in social development through their contributions towards poverty reduction and capability enhancement.

This paper pushes managers and academic scholars to think about the strategies required to incorporate social agenda into business models of MNEs benefiting from developing markets.

The paper aims to explore gaps in women's empowerment in rural areas, specifically focusing on the alignment of skill development with job creation. The overarching goal is to understand how firms can contribute to achieving the 5th Sustainable Development Goal (SDG) related to women's empowerment through skill development and job creation programs.

The paper reviews information available in various formats to analyse the existing landscape of women's empowerment, skill development and job creation in rural areas. It likely involves a literature review synthesising insights from diverse sources, including academic studies, government initiatives and reports from researchers working in the field. The methodology may also encompass an examination of success cases and challenges faced by government programs.

Gender disparities: Over 80% of the global impoverished population is in rural areas, with women constituting 70% of this demographic. Challenges in policy implementation: Despite women-centred policies, challenges persist in enabling rural women to recognise the potential of remunerative skills for improving their lives. Linking skills and decision-making: Scholarly work highlights the connection between remunerative skills and decision-making, emphasising the importance of financial independence for women's empowerment. Gap in job opportunities: Lack of industry and commercial setups in rural areas poses a significant challenge, hindering the recognition of the value that skill development can offer.

The paper reviews information available in various formats to analyse the existing landscape of women's empowerment, skill development and job creation in rural areas. It likely involves a literature review synthesising insights from diverse sources, including academic studies, government initiatives and reports from researchers working in the field. The methodology may also encompass an examination of success cases and challenges faced by government programs.

This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation.

The data were gathered during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo.

Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees and consumers. The categorization described herein provides a framework to further develop corporate logo to advance a favorable corporate image and corporate reputation.

Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the perceptions of managers, employees and consumers about its reputation and image. Implications exist for marketing scholars, as well as for general and cross-functional managers involved in managing a company’s corporate visual identity, and marketing decision-makers.

This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies?

The study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context.

From a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation.

The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.