Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of …
Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in …
P Verma - Journal of Promotion Management, 2021 - Taylor & Francis
In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the …
C Veloutsou, F Guzman - Journal of Product & Brand Management, 2017 - emerald.com
Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …
In order to be competitive in an era of ethical consumerism, brands are facing an ever- increasing pressure to integrate ethical values into their identities and to display their ethical …
The purpose of this study is to understand the effects of the rebranding process on private label performance output, namely, on brand equity. More specifically, the study aims to …
Purpose Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm's social media activity outcomes, such as number of user comments …
MT Ha, VTK Ngan, PND Nguyen - Business Ethics, the …, 2022 - Wiley Online Library
This work examines the impact of greenwash on green brand equity and analyses the mediation effects of green brand image, green satisfaction and green trust as well as the …
HMD Wang, S Sengupta - Journal of Business Research, 2016 - Elsevier
The present research investigates the links among stakeholder relationships, corporate brand equity, and firm performance. Using the resource-based theory (RBT), the authors …