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The important role of customer bonding capability to increase marketing performance in small and medium enterprises

Udayana, Ida Bagus Nyoman; Farida, Naili; … - In: Cogent business & management 8 (2021) 1, pp. 1-20

. Empirical research was conducted to explain how marketing performance can be improved through customer bonding capability … capability functions as an intervention between relational capital and marketing performance. Relationship capital, integrated … marketing communication and adequate market information have a significant positive effect on customer bonding capability and …

Persistent link: https://www.econbiz.de/10012654930

Market orientation, corporate social responsibility, and firm performance : the moderating role of relationship marketing orientation

Hoang, Cuu Long; Thanh, Trang Bui - In: Cogent business & management 8 (2021) 1, pp. 1-19

performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was … in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The … results show that relationship marketing orientation moderates all relations of constructs in the research model. In …

Persistent link: https://www.econbiz.de/10012656942

Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...

Persistent link: https://www.econbiz.de/10012621943

Effects of marketing and trading activities on the Volta Lake shore environment in Ghana

Ofori, Benjamin - In: Environment, Development and Sustainability 14 (2012) 5, pp. 783-806

This study examined the relationship between the conduct of marketing and trading activities at market centres along …

Persistent link: https://www.econbiz.de/10010997110

Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery

Zahara, Zakiyah; Ikhsan; Santi, Ira Nuriya; Farid - In: Cogent business & management 10 (2023) 2, pp. 1-18

The use of digital resources through digital marketing is an option to be able to reach customers, build interactions … entrepreneurial marketing through digital marketing capabilities on marketing performance in Palu, Indonesia. The population in the … Technique. Hypothesis testing used was path analysis with Smart-PLS software. The results showed that entrepreneurial marketing …

Persistent link: https://www.econbiz.de/10014505086

Hedonic and utilitarian motivations and their relationship with cultural dimensions, life satisfaction and the attributes of supermarkets : an international study on consumer behav...

Coimbra, Rodrigo Ribeiro; Brito, Carlos Henrique … - In: Cogent business & management 10 (2023) 2, pp. 1-20

This research focuses on how consumers behave when they shop in supermarkets. It aims at understanding the relationship between hedonic and utilitarian motivations, cultural dimensions and satisfaction with life in context. Most researchers have studied how motivations and cultural dimensions...

Persistent link: https://www.econbiz.de/10014505111

The role of entrepreneurial marketing & innovation capability in the performance of SMEs during covid-19 pandemic : evidence of MSMEs in West Java

Sari, Diana; Kusuma, Belinda Aretha; Sihotang, John; … - In: Cogent business & management 10 (2023) 1, pp. 1-11

decreased. Entrepreneurial marketing and innovation capability have proven to increase the performance of MSMEs. However, it was … still questioned whether entrepreneurial marketing and innovation capability would increase performance during COVID-19 … entrepreneurial marketing (opportunity-driven, proactiveness, customer intensity, risk taking, resource leveraging, and value creation …

Persistent link: https://www.econbiz.de/10014477060

Traditional restaurant managers' use of sensory marketing to maintain customer satisfaction : findings from PLS-SEM and fsQCA

Silaban, Pantas H.; Chen, Wen-Kuo; Eunike, Ixora Javanisa; … - In: Cogent business & management 10 (2023) 1, pp. 1-22

research is needed to determine how sensory cues can be used in marketing strategies. By applying five sensory marketing to … ultimately lead to customer satisfaction based on sensory marketing that can serve as guidelines for restaurant managers. The … guidance to scholars and managers interested in improving satisfaction in traditional restaurants through sensory marketing …

Persistent link: https://www.econbiz.de/10014477188

An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry

Majeed, Mohammed; Asare, Charles; Fatawu, Alhassan; … - In: Cogent business & management 9 (2022) 1, pp. 1-19

The purpose of this quantitative-deductive paper is to explore the link amongst customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. The study was conducted on social media because, it is the fastest growing media in history. Data was...

Persistent link: https://www.econbiz.de/10014420386

Revolutionizing the runway : how technological and marketing innovation fuse market sensing on marketing performance in fashion industry

Sutanto, Jeskhael Este; Harianto, Eric; Nursaid; … - In: Cogent business & management 11 (2024) 1, pp. 1-16

This research attempts to explore the uses of market sensing and marketing performance through technological innovation … and marketing innovation of local SMEs that offer their branded products in the fashion industry. While many previous … studies discuss technological and marketing innovation in well-established fashion industries, this study attempts to relate …

Persistent link: https://www.econbiz.de/10014519384