Marketing strategies for highly volatile emerging markets: an empirical study from Pakistani cellular industry
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Emerging Markets"
DOI: 10.1108/ijoem-10-2019-0861
Abstract: PurposeThis study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service homogeneity. Drawing upon the social identity and self-expansion theories, this… read more here.
Keywords: purchase; purchase intentions; brand love; emerging markets ... See more keywords