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Ecological branding&#13;
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                <text>The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of applying neu�romarketing to branding. The objective of this study is to justify the use of neuromarketing tools in the ecological branding strategy by analysing the existing literature on branding, ecological branding and neuromarketing. The existing relationship between the elements that give value-added to the brand and the emotional variables that neuromarketing measures, justifies the use of neuromarketing tools in the ecological branding strategy.</text>
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                <text>Sri Wahyuni</text>
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                <text>Despite the advantages that literature grants to factoring, its degree of adoption in small and medium�sized enterprises (SMEs) is low. The objective of the research is to establish the determinants in factoring adoption that allow greater access to financing by SMEs. For this purpose, a qualitative study was carried out through in-depth interviews with ten financial entities in Mexico that represent between 60 and 80% in volume of factoring that is operated in the country. Aspects such as legal certainty, efficient customer information systems, the reduction of requirements to start operations or the ease of operation and simplification of procedures are key in the design and implementation of factoring programs. The implications for financial institutions and public administration are to design factoring programs with a vision beyond the commercial aspect and define a robust legal framework to operate this financial product.</text>
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                <text>Sri Wahyuni</text>
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                <text>ISSN: 2444-8834</text>
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                <text>Innovative strategy&#13;
Crisis&#13;
Difference-In-Difference&#13;
Threshold of innovation&#13;
Investment in innovation&#13;
Performance</text>
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                <text>This paper tests the behavioral firm theory by examining exogenous economic shocks to explore whether switching to an innovative strategy is always reasonable. A quasi-experimental design – difference-in�difference – has been run on 1000 companies for 11 years to explore the consequences of strategic shifts towards innovations. It is found that companies that introduced innovations do not have any substantial differences from those that kept the ‘status quo’. However, those few companies that decided to fol�low a proactive strategy during crisis by introducing new R&amp;D projects outperform their rivals in the medium-term. A nonlinear relation between the decision to switch to an innovative strategy and related performance suggests that returns to scale exist. Only those cases of innovative shifts that enable the growth of more than 50% in intangible assets on average and more than 30% in a recession appear to be successful and lead to higher performance for companies. </text>
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                <text>ISSN: 2444-8834</text>
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                <text>Role of airline promotion activities in destination branding: Case of Dubai vis-à-vis Emirates Airline</text>
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                <text>Destination branding&#13;
Airline promotion&#13;
Dubai&#13;
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                <text>Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors’&#13;
positive perceptions. Equally well perceived by consumers and envied by competitors, its national carrier, Emirates Airline, has made a substantial contribution to Dubai’s branding as a tourist destination. This study investigates Emirates Airlines’ promotional activities and their impact on Dubai’s brand image. The study then creates a conceptual model of destination attributes, brand image and airline promotional activities, which provide the basis for empirical analysis. The results, conforming to the conceptual model,&#13;
show thatthe national carrier’s promotional activities and in-flight services have a significant and positive impact on Dubai’s branding image. The study finds an interesting correlation between the promotional efforts of a national carrier and branding of destinations and provides recommendations for enhanced&#13;
co-branding. </text>
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                <text>Rashad Al Saed, Amitabh Upadhya, Mohammad Abu Saleh</text>
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                <text>This study introduces and applies the Fitrah Tendencies framework to make up for the dearth of studies on academics’ urges to play a part in industry. To this end, 62 academics were selected and interviewed based on Lam’s (2011) typology as to come up with their main motives for engaging in industry. As per the results, new dimensions including the need for fully understanding God, the desire for doing good deeds, and the freedom felt in the economic environment were added to the previously reported factors.</text>
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                <text>ISSN: 2444-8834</text>
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Scale&#13;
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                <text>Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and measures of, trust have not been considered in the literature. This paper proposes a scale to measure online trust in the blog domain (Blog Trust Scale, BTS) through the development of an international Delphi panel consisting of 14 experts from 5 different countries. As a result, we have developed a solid measurement instrument of online trust in blogs, composed of 12 items and tested in four different countries.</text>
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                <text>Juan Sánchez-Villar, Enrique Bigné</text>
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                <text>Sri Wahyuni</text>
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                <text>ISSN: 2444-8834</text>
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                <text>Tax measures promoting cooperatives: a fiscal driver in the context of the sustainable development agenda</text>
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                <text>Cooperative enterprises&#13;
Taxes&#13;
Fiscal benefits&#13;
Entrepreneurship&#13;
Sustainability</text>
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                <text>The social economy (SE) is becoming increasingly present in the Spanish business network. Its special characteristics make it attractive for the development of economic activities, since they are respectful of the environment and they promote the creation of stable and quality employment, even in economically degraded areas or for groups with labour market integration problems. These characteristics, moreover, are particularly important for the consolidation of a new business network that combines economic&#13;
growth and sustainability, in the context of the commitments undertaken in the 2030 Agenda for the Sustainable Development Goals (SDGs). Cooperatives are the most common SE business model, to the extent that their study comprises an important part of the Spanish economy. The peculiarities of this legal formula, the aids for its consti�tution and their tax benefits provide important incentives for the constitution of such entities. The aim of this paper is to study the fiscal framework of cooperatives in Spain within the European framework, to determine the extent to which it favours the development of this business model and to identify the&#13;
bases for improvement that can foster this entrepreneurial model. The analysis of the fiscal data avail�able confirms that the tax advantages for cooperatives, as well as the need to update fiscal policies to the current economic context, have diluted over time. Finally, the need to extend to cooperatives some of the tax benefits designed for other business models is pointed out. </text>
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                <text>Sri Wahyuni</text>
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                <text>ISSN: 2444-8834</text>
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                <text>The effect of Enterprise Risk Management on the risk and the performance of Spanish listed companies</text>
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                <text>ERM&#13;
Enterprise Risk Management&#13;
Risk&#13;
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                <text>This paper evaluates the effect of  nterpriseRiskManagement(ERM) onthe performance and thefinancial stability of a sample of non-financial Spanish listed companies. The information about ERM is taken from the annual reports, management reports and annual corporate governance reports disseminated over four years (2012−2015). The data on performance and financial stability have been obtained through the SABI (Iberian Balance Sheet Analysis System) and Morningstar Direct. The results obtained show&#13;
that the adoption of ERM is not associated with a change in the performance of Spanish companies (measured through the return on equity, return on assets and Tobin’s Q) nor does it reduce the probability of bankruptcy. Having a chief risk officer (CRO) can actually reduce performance, although it can improve the degree of financial health measured as the distance to default. Regarding the relationship between the hedging of risks on the profitability and the level of risk, we find evidence of improvement through&#13;
the hedging of exchange risk. </text>
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                <text>Sri Wahyuni</text>
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