Journal of Global Marketing, Volume 37, Issue 2 (2024)

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Journal of Global Marketing, Volume 37, Issue 2 (2024)

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Research Articles

Article
Affective Contagion Effects in Cross-Cultural Mobile Marketing: Evaluative Conditioning Experiments with Foreign Users
Joaquin Estrader, Jing Song & Xinrui Li
Pages: 79-98
Published online: 07 Nov 2023
AbstractforAffective Contagion Effects in Cross-Cultural Mobile Marketing: Evaluative Conditioning Experiments with Foreign Users | Full Text | References | PDF (3.8 MB) | EPUB
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Article
Corporate Social Responsibility, Advertising Intensity, and Performance: The Importance of National Philanthropic Environments
Alexey V. Semenov & Arilova A. Randrianasolo
Pages: 99-118
Published online: 25 Nov 2023
AbstractforCorporate Social Responsibility, Advertising Intensity, and Performance: The Importance of National Philanthropic Environments | Full Text | References | PDF (1.6 MB) | EPUB
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Open Access
Article
How Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names
Hayeun Jang, Ju Yeun Jang & Do Yuon Kim
Pages: 119-137
Published online: 25 Jan 2024
AbstractforHow Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names | Full Text | References | PDF (1.7 MB) | EPUB
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Article
Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels
Ahmed A. M. Hassan & Jia Wang
Pages: 138-158
Published online: 03 Jan 2024
AbstractforCultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels | Full Text | References | PDF (1.5 MB) | EPUB
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