Branding and human capital are considered a firm’s most important assets, and the development of these intangible assets is a particularly challenging and imp

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sus

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education instit

This volume includes the full proceedings from the 1990 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana. The research and pr