Abstract Brand positioning has long been recognized as a central pillar of marketing strategy, traditionally focused on shaping consumer perceptions relative to competitors. However, in increasingly saturated and dynamic markets, mere perception is insufficient. This article reexamines brand positioning effectiveness by integrating classical positioning theories with contemporary consumer-based evaluation frameworks. Drawing on multidisciplinary research, the […]
Abstract The emergence of artificial intelligence (AI) is transforming competitive dynamics in contemporary markets, challenging traditional notions of brand competition within predefined categories. This article explores the concept of brand relevance as a strategic imperative, arguing that firms must move beyond category-based competition to create new spaces of value. Drawing on foundational theories of brand […]
Abstract Recommendation engines have become central to digital consumption, shaping what users see, choose, and ultimately become. This article examines how algorithmic systems influence and reconstruct consumer identity in platform-mediated environments. Drawing from consumer research, identity theory, and artificial intelligence studies, the paper argues that recommendation systems do not merely reflect preferences but actively participate […]
Abstract The rapid expansion of financial technology (FinTech) has transformed the global financial landscape, bringing billions of unbanked adults into the formal financial system for the first time. Yet the proliferation of digital financial services has outpaced the human capacity to use them safely and effectively. This conceptual and policy-oriented article examines the critical role […]