Browsing Research Articles by Author "Emmanuel, Erem"
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Interactive Marketing Practices and Market Performance in Soft Drinks Industry: An Empirical Study on Competitive Advantage As a Mediator
Nimusima, Pereez; Aryatwijuka, Wilbroad; Emmanuel, Erem; Charles, Kaggwa; Mbabazi, Olivia; Rwakihembo, John (Journal of Strategic Management, 2023)Purpose: To what extent does competitive advantage mediate the relationship between interactive marketing practices and market performance? In attempt to respond to this question, this study was conducted with the aim of ...