Despite the increasing recognition of the importance of word of mouth as an integral component of a firms’ marketing efforts, there has been little emphasis on developing suitable guidelines for entrepreneurs who wish to leverage scarce resources by pursuing more innovative marketing...

We are interested in the antecedents to an individual?s decision to become an entrepreneur. Our approach is to consider an individual?s choice between self-employment and becoming an employee using multi-attribute utility discrete-choice modeling. The attributes in the model are based on the...

Purpose: The purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector. Design/methodology/approach: Empirical data...

Purpose: The purpose of this paper is to explore the perceptions of barriers to career progression among female university students. While significant literature has examined career enhancement in the context of employed women, little work has explored the perceptions of future career...