Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …
Neuromarketing tools used in the marketing mix: A systematic literature and future research agenda
AH Alsharif, NZM Salleh, M Abdullah… - Sage …, 2023 - journals.sagepub.com
Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …
Signaling green! firm ESG signals in an interconnected environment that promote brand valuation
Today's interconnected environment is characterized by ESG (environmental, social, and
corporate governance), networks of people, organizations, and devices that are …
corporate governance), networks of people, organizations, and devices that are …
How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products
Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …
Elements of destination brand equity and destination familiarity regarding travel intention
HK Chi, KC Huang, HM Nguyen - Journal of Retailing and Consumer …, 2020 - Elsevier
In a highly competitive market, marketing staff are always looking for solutions to strengthen
what can be called their destination values (unique place, services, and human resources …
what can be called their destination values (unique place, services, and human resources …
The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention
Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …
communications, including advertising and sales promotion contents, which are …
Sociopolitical activist brands
Sociopolitical activist brands | Emerald Insight Books and journals Case studies Expert Briefings
Open Access Publish with us Advanced search Sociopolitical activist brands Holger Joerg Schmidt …
Open Access Publish with us Advanced search Sociopolitical activist brands Holger Joerg Schmidt …
Sustainability reporting and corporate reputation: the moderating effect of CEO opportunistic behavior
The present study's main objective is to assess the impact of non-financial sustainability
reporting (NFSR) on corporate reputation and the role of the CEO in the opportunistic …
reporting (NFSR) on corporate reputation and the role of the CEO in the opportunistic …
A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
The role of novel instruments of brand communication and brand image in building consumers' brand preference and intention to visit wineries
M Gómez-Rico, A Molina-Collado… - Current …, 2023 - Springer
This research aims to analyze brand communication and brand image as specific drivers of
wine brand preference and their influence on wine consumers' intention to visit associated …
wine brand preference and their influence on wine consumers' intention to visit associated …