All Stories

  1. Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity

    Article • Journal of International Consumer Marketing, May 2018, Taylor & Francis

    Dr Salah S. Hassan

  2. market segmentation and brand positioning strategies

    Article • Journal of Consumer Marketing, July 2012, Emerald

    Dr Salah S. Hassan, Dr Stephen H Craft