Globalization is all around us and it is here to stay, so we had better work towards recognizing it as an influence in today's world. Also, globalization may be one of the moderating variables towards achieving sustainable development, which is “development that meets the needs of the present...

Purpose – Marketers devote great efforts to maintaining brand value. However, brand value can come under attack in the absence of sufficient product performance and image differentiation in a process called unbranding. This paper aims to provide insights and guidelines that will give marketing...