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Full-Text Articles in Business
Using Personal-Type Relationships (Guanxi) To Attract And Retain Customers In Small Business Enterprise (Sbe): An Empirical Study In Uae, Abu Dhabi, Hadi Saif Albadi
Using Personal-Type Relationships (Guanxi) To Attract And Retain Customers In Small Business Enterprise (Sbe): An Empirical Study In Uae, Abu Dhabi, Hadi Saif Albadi
Dissertations
Very few researchers have investigated the underlying socio-cultural formulas in the aspects of culture that affect relationships around the globe. Middle Eastern cultures give great importance to personal-type relationships (akin to the Chinese concept of Guanxi), in many different spheres of life. This research identifies the factors composing the unique forms of such relationships that are found in the context of Abu Dhabi city. The research focuses on the significant role and the effect of the cultivation in business contexts of personal-type relationships, characterized by the presence of personal trust, empathy, reciprocity, bonding, face, and affection. The aim of this …
Antecedents And Consequences Of Internal Branding: The Case Of Abu Dhabi Department Of Economic Development, Amena Ahmed Abdulla Al Shaikh Al Zaabi
Antecedents And Consequences Of Internal Branding: The Case Of Abu Dhabi Department Of Economic Development, Amena Ahmed Abdulla Al Shaikh Al Zaabi
Business Administration Dissertations
Internal branding is a new marketing paradigm to gain effective brand strategy that has recently emerged in the academic literature of marketing. It is a brand spirit that brings together brand loyalty, management and employees to their mutual benefit to create and deliver a value-added product or service to employees, customers and stakeholders (Keller, 1993). {Keller, 1993 #59}Generally, studies on the role of internal branding in creating a competitive organisational culture by considering antecedents that enable internal branding and its consequences do not exist within the UAE context. This study aims to show the importance of internal branding, and to …