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                <text>This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing</text>
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                <text>In 2019, the brand consultancy Interbrand ranked the world’s most important&#13;
brands. Based on the perception of the brand across the world, the value that&#13;
the brand adds to the company, and the brand’s future plans, Interbrand positioned Coke as the fifth most important brand in the world. Despite declining&#13;
sales over the last five years, Coke’s worth was estimated at US$63.4 million, a&#13;
figure that outranked Disney, McDonald’s, and Facebook (Khan, 2019). The&#13;
salience of Coke is testament to the degree to which Coca-Cola has successfully constructed, cultivated, and sustained its brand for over 135 years. Its&#13;
longevity and durability also tell further stories about the complex and multifaceted processes that underpin branding. Identifying these different and often&#13;
obscured processes, and examining the nature of their contribution to the Coke&#13;
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                <text>This study sought to examine the extent to which youth employment outcomes in Ghana are influenced by their individual and family characteristics on the one hand and parents’ educational status on the other. A sample size of 250 youths, both employed and unemployed, was used for the study. A probit estimation with marginal effects was used to determine how these individuals and family characteristics influence employment outcomes. The results showed that individual and family characteristics influence employment outcomes. We disentangle educational background of parents and group them into high and low status. A Blinder-Oaxaca decomposition shows that the employment gap between youths with parents of high educational status and those with parents of low educational status is largely influenced by the differences in the individual and other family characteristics of the youths …</text>
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                <text>The adoption and use of social media is influenced in part by the prevailing political environment. The use of social media in Africa is fraught with some challenges due to the lack of political will, and sometimes opposition from some government institutions. The chapter provides the reasons why social media is viewed as anti-democratic within the African socioeconomic context. Some of the toxic factors have been found to include the promotion of misinformation, fake news, hate speech, and voter manipulation. The chapter also provides some examples of social media ban in Africa supervised by governments that perceive the technology as destructive. This chapter as well advocates for the promotion of social media because of its democracy-deepening function and concludes that social media must be promoted to develop democracy on the African continent</text>
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