International Journal of Export Marketing (4 papers in press)

Regular Issues

• Engaging consumer segments: a comparative analysis of branding strategies targeting younger vs. older audiences in the information technology industry  
  by Henrik G.S. Arvidsson 
  Abstract: This article examines generational differences in brand perception and engagement strategies within the information technology (IT) sector. Using a mixed-methods design, the study integrates thematic analysis of 30 qualitative interviews with survey data from 300 respondents across five professional sectors. Distinct patterns emerge in how younger (under 30) and older (30+) consumers interact with brands, build trust, and assess authenticity. Younger cohorts prioritise social responsibility, innovation, and emotional alignment, while older consumers emphasise reliability, heritage, and consistent service quality. These preferences are shaped by differing attitudes toward technology, communication channels, and data privacy. The study also highlights the growing role of AI-driven interfaces in branding, particularly among younger users. By linking recent literature with empirical findings, the paper addresses underexplored aspects of generational segmentation in IT branding. It concludes with strategic recommendations for marketers seeking to build cross-generational resonance in digitally mediated brand environments.
  Keywords: branding strategies; generational marketing; consumer engagement; digital branding; IT industry; artificial intelligence; virtual reality; brand loyalty; social responsibility; brand heritage.
  
  
• Competitiveness analysis of Pakistans textile exports: a comparison with Asian exporters in Europe and Central Asian markets  
  by Muhammad Amir, Saleem Khan, Muhammad Waseem 
  Abstract: This study empirically investigated the export competitiveness of major Asian textile suppliers, including Pakistan, India, China, and Turkey, with a focus on the Europe and Central Asian markets. Using data for the period of 20032022, the products competitiveness is evaluated using the well-known revealed symmetric comparative advantage (RSCA) index, market concentration analysis (MCA), and the Vollrath index. The data has been accessed from the database of world integrated trade solution (WITS). The study findings reveal that Pakistan maintained a strong comparative advantage in textile export, as indicated by both the values of RSCA and the Vollrath index. China and India exhibit moderate competitiveness, while Turkey demonstrated the weakest position. Furthermore, the MCA results also indicate that Pakistan consistently has a high MCA value. However, India, China, and Turkey report lower MCA values (ranges from 4 to 6), showing greater export diversification toward Europe and Central Asia from these competitors compared to Pakistan. Although Pakistan upholds a strong competitive position, its high export concentration poses risks to long-term stability in Europe and Central Asian markets. The results underscore the need for Pakistan to diversify its product portfolio and expand into value-added textile segments to sustain competitiveness amid evolving global demand.
  Keywords: competitiveness; revealed comparative advantage; RCA; market concentration analysis; MCA; textiles exports; Pakistan; Asian exporters; Europe; Central Asia.
  DOI: 10.1504/IJEXPORTM.2026.10077682
   
  
• Ascension branding theory: a hierarchical model for strategic startup branding in the US IT sector  
  by Henrik G.S. Arvidsson 
  Abstract: This paper introduces the ascension branding theory, a novel hierarchical framework designed to guide branding strategies among startups within the USA information technology (IT) sector. In contrast to existing branding models that focus predominantly on mature or corporate brands, this theory integrates brand development with psychological stages of consumer engagement and the founders evolving brand vision. Employing a mixed-methods approach, including 30 in-depth interviews and a quantitative survey (n = 300), the study reveals distinct branding maturity levels, each associated with a specific psychological connection between consumer and brand. The model also incorporates recent advances in digital marketing, startup growth theory, and consumer neuroscience. Results suggest that the theory holds predictive power for startup performance and brand loyalty outcomes. The article positions this framework as both an academic contribution and a strategic tool for entrepreneurs and brand managers navigating the complexities of early-stage brand formation.
  Keywords: startup branding; US IT sector; ascension branding theory; ABT; marketing innovation; consumer psychology; founder branding; brand hierarchy; mixed methods; brand maturity; strategic marketing.
  DOI: 10.1504/IJEXPORTM.2026.10078062
   
  
• Revisiting the entrepreneurial orientation-export performance relationship: a conceptual perspective from emerging economies  
  by Mafrash Mousoof, Ananda K. L. Jayawardana, Mayuri Atapattu 
  Abstract: Although the relationship between entrepreneurial orientation (EO) and export performance has attracted sustained scholarly attention, the mechanisms explaining how EO drives export success remain underexplored. EO is widely recognised as a performance driver; however, prior studies largely treat it as an aggregated construct and overlook the distinct effects of its dimensions. Moreover, limited attention has been given to linking internal entrepreneurial drivers with external strategic enablers. Addressing these gaps, this study develops a conceptual framework grounded in resource-based view and dynamic capabilities theory. The framework positions the strategic marketing mix as a mediating mechanism translating EO into export outcomes. It further proposes technological capabilities and network relationships as moderating variables enhancing strategic alignment and international responsiveness. By integrating dimensional EO effects with internal and external enablers, the study offers a context-sensitive explanation of how and why the EO and export performance relationship differs across emerging economies.
  Keywords: entrepreneurial orientation; EO; export performance; strategic marketing mix; dynamic capabilities theory; resource-based view; RBV.
  DOI: 10.1504/IJEXPORTM.2026.10078063