Purpose This study aims to draw on cue utilization and irradiation theories to: determine the
extent to which country-of-origin image and its sub-dimensions exert an aggregate and …

Purpose Do luxury consumers negatively evaluate digital interactions (website and social
media) by international luxury brands? The topic has received much debate. The authors …

Purpose Joint advertising is an emerging strategy where marketers promote both brands in
the same marketing communication. This research determines how the domestic, foreign, or …

This study aims to explore the effects of Environmental Factors, Brand Image, and Product
Quality on the Purchase Decisions of Yamaha Fazzio motorcycles in Makassar City. Utilizing …

The analysis suggests that the application of the sustainability concept underpinning the
framework of resilient branding (FRB) has a significant impact on business in contemporary …

This study delves into the significant role of brand ambassadors in shaping brand image and
driving purchase intentions in the fashion industry. The validation process encompassed …