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Outputs (15)

Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions (2022)
Journal Article
Ferreira, L., Giraldi, J., Maheshwari, V., & Oliveira, J. (2022). Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions. International Journal of Event and Festival Management, 13(4), 486-505. https://doi.org/10.1108/ijefm-10-2021-0080

Purpose This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination. Design/methodology/approach This research considered the Rio... Read More about Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions.

Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement (2021)
Journal Article
Pagan, K., Giraldi, J., Maheshwari, V., Paula, A., & Oliveira, J. (2021). Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement. International Journal of Wine Business Research, 33(4), 481-501. https://doi.org/10.1108/ijwbr-08-2020-0043

Purpose This study aims to analyse the impact of the country of origin of wines on cognitive processing and preferences through brain responses for consumers from the perspective of gender and the level of involvement. Design/methodology/approach... Read More about Evaluating cognitive processing and preferences through brain responses towards country of origin for wines: the role of gender and involvement.

Gender differences: visual attention and attitude toward advertisements (2020)
Journal Article
Boscolo, J., Oliveira, J., Maheshwari, V., & Giraldi, J. (2020). Gender differences: visual attention and attitude toward advertisements. Marketing Intelligence and Planning, 39(2), 300-314. https://doi.org/10.1108/mip-11-2019-0598

Purpose This study examines the differences between genders in visual attention and attitudes toward different types of advertisements. Design/methodology/approach An experimental design using a structured questionnaire and six print advertiseme... Read More about Gender differences: visual attention and attitude toward advertisements.

Internet marketing (2020)
Book Chapter
Dobson, P., & Maheshwari, V. (2020). Internet marketing. In Entrepreneurship Marketing. London: Routledge. https://doi.org/10.4324/9780429505461-11

Internet marketing has changed the outlook for businesses in the way they promote their products and services and the how they engage with their existing and prospective customers. Customer personas have been used in traditional marketing and digital... Read More about Internet marketing.

Importance of ethics and sustainability in the fashion industry: an abstract (2019)
Journal Article
Maheshwari, V., & Fielding, J. (2019). Importance of ethics and sustainability in the fashion industry: an abstract. Developments in marketing science: proceedings of the Academy of Marketing Science (Print), 139-140. https://doi.org/10.1007/978-3-030-02568-7_39

It is widely acknowledged that ethical consumption is increasing and ethical fashion is now in “high demand” (Bray et al. 2011; Domeisen 2006; Manchiraju and Sadachar 2014). However, it is also argued that, although consumers are able to form opinion... Read More about Importance of ethics and sustainability in the fashion industry: an abstract.

Role of organizational career websites for employer brand development (2018)
Journal Article
Gunesh, P., & Maheshwari, V. (2018). Role of organizational career websites for employer brand development. International Journal of Organizational Analysis, 27(1), 149-168. https://doi.org/10.1108/ijoa-01-2018-1327

Purpose The paper aims to demonstrate the utilization of banks’ career website for publicizing the employer branding strategy to enable effective strategic talent relationship management through talent attraction, engagement and retention. Design... Read More about Role of organizational career websites for employer brand development.

Role of attitudes in Brazil's country brand image (2018)
Journal Article
Giraldi, J., Maheshwari, V., Mariutti, F., & Konstantopolou, A. (2018). Role of attitudes in Brazil's country brand image. International Journal of Business and Globalisation, 21(3), 297-307. https://doi.org/10.1504/ijbg.2018.10016574

For the past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. However, despite the importance of the theory of attitude in evaluating the image of a country, the maj... Read More about Role of attitudes in Brazil's country brand image.

Analysis of Brazilian fashion sectorial brand identity (2018)
Journal Article
Lourencao, M., Giraldi, J., & Maheshwari, V. (2018). Analysis of Brazilian fashion sectorial brand identity. Research Journal of Textile and Apparel, 22(3), 291-314. https://doi.org/10.1108/rjta-12-2017-0055

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology... Read More about Analysis of Brazilian fashion sectorial brand identity.

Digital marketing and the young consumer (2017)
Book Chapter
Maheshwari, V., Sinnott, K., & Morris, B. (2017). Digital marketing and the young consumer. In A. Gbadamosi (Ed.), Young Consumer Behaviour. London: Routledge. https://doi.org/10.4324/9781315213590-11

This chapter analyzes the influences of the young consumer on the digital or online decision-making process for a variety of relevant brand categories. The digitalisation of media fuelled by remarkable technological advancement has changed the landsc... Read More about Digital marketing and the young consumer.

Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct (2016)
Book Chapter
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2016). Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct. In M. Obal, N. Krey, & C. Bushardt (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11815-4_221

The marketing field first took an interest in brand loyalty on an academic level through Copeland’s work in 1923 (cited in Kabiraj and Shanmugan 2011, p. 288), with the understanding that brand loyalty existed only at the behavioural level. At this t... Read More about Investigating the drivers that determines brand loyalty: a study of the experience-commitment-loyalty construct.

Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs (2014)
Journal Article
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2014). Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs. International Journal of Business Administration, 5(6), 13-23. https://doi.org/10.5430/ijba.v5n6p13

Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are... Read More about Determinants of brand loyalty: a study of the experience-commitment-loyalty constructs.

Examining the relationship between branding a place and sustainable development (2014)
Book Chapter
Maheshwari, V., Vandewalle, I., & Bamber, D. (2014). Examining the relationship between branding a place and sustainable development. In D. Deeter-Schmelz (Ed.), Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-11797-3_161

There has been a steady increase in competition between places in terms of attracting tourists, businesses and investments, over the past few years (Kotler, et.al. 1993). This has made the marketing of places a key driver of the economic activities a... Read More about Examining the relationship between branding a place and sustainable development.

Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool' (2014)
Journal Article
Maheshwari, V., Lodorfos, G., & Vandewalle, I. (2014). Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'. International Journal of Business and Globalisation, 13(1), 104-121. https://doi.org/10.1504/ijbg.2014.063398

To date, there has been no investigation into the roles and interrelationships of various stakeholder groups in developing place branding. Similarly, there is limited previous research that examines the links between stakeholders, place branding and... Read More about Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool'.

Can sustainability be achieved by effective branding of a place? (2014)
Book Chapter
Maheshwari, V., & Vandewalle, I. (2014). Can sustainability be achieved by effective branding of a place?. In M. Dato-On (Ed.), The Sustainable Global Marketplace : Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference. Springer. https://doi.org/10.1007/978-3-319-10873-5_177

The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. A place-specific branding campaign was considered and findings of this research suggest that place branding plays an... Read More about Can sustainability be achieved by effective branding of a place?.

Place branding's role in sustainable development (2011)
Journal Article
Maheshwari, V., Vandewalle, I., & Bamber, D. (2011). Place branding's role in sustainable development. Journal of Place Management and Development, 4(2), 198-213. https://doi.org/10.1108/17538331111153188

Purpose The aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the p... Read More about Place branding's role in sustainable development.