Vol. 6 No. 1 (2024)

Articles

• Role of Celebrity Endorsement in Luxury Brand Marketing: A Study of Consumer Preferences in China

  Yang Jun

  12 - 22

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• How Cultural Differences Affect the Adoption and Effectiveness of Green Marketing Strategies in Germany

  Felix Schmitt

  47 - 59

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• The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

  Matheus Pereira

  23 - 34

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• The Impact of Digital Marketing Adoption on Firm Performance: A Case Study of Small and Medium Enterprises in India

  Akash Verma

  1 - 11

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• Effect of Experiential Marketing on Customer Engagement and Loyalty in the Tourism Sector in France

  Paul Girard

  35 - 46

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