Tag: Branding

Analysis of the Impact of Branding and Unique Selling Proposition on the Growth, Profitability and Competitive Advantage of the Cooperative Bank of Kenya

Dr. Michael Steven Juma DBA1, MBA, MSc, Pauline Awino Owino, MSc.2 , Parkin Hiley Juma, MBA3, Ashley Verleen Juma, BSc.4  and Johnson Olatunde Olaniyan Ph.D.1 DOI: 10.5281/zenodo.17346537 SSR Journal of Economics, Business and Management (SSRJEBM) The purpose of this study Read More …

The Role of Cultural Differences in Global Branding Strategies: Evidence from International Students at Istanbul Aydin University

Ali Abdou Mohamed Ali Abdou Mohamed DOI: 10.5281/zenodo.15736942 This study investigates the influence of Hofstede’s cultural dimensions on global branding strategies through quantitative analysis of data collected from 262 respondents. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research Read More …