Showing 1 - 10 of 103
Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...
Persistent link: https://www.econbiz.de/10012036494
The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand...
Persistent link: https://www.econbiz.de/10014433771
Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...
Persistent link: https://www.econbiz.de/10014434104
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
Given the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketing...
Persistent link: https://www.econbiz.de/10014506002
This research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavior,...
Persistent link: https://www.econbiz.de/10014528192
The rising phenomenon of private label brands across the globe has given grocery retailers new areas for competition and growth. As a result, this has spiralled competition between private label brands (PLBs) and national brands (NBs). With the grocery retail space undergoing various transitions...
Persistent link: https://www.econbiz.de/10014529726
The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the...
Persistent link: https://www.econbiz.de/10014529732
This study used sentiment analysis, keyword extraction, and content reviews to analyze related posts and comments from the Weibo microblogging website to determine the sentiments and perceptions regarding online privacy following the Facebook-Cambridge Analytica privacy breach incident. The...
Persistent link: https://www.econbiz.de/10014425850
investigate the effect of consumers' perception of retail ethics and the perceived risk on repurchase intention. In addition, to … investigate the role of perceived risk in mediating the relationship between consumers' perception of retail ethics and repurchase … relationship between consumers' perception and repurchase intention. …
Persistent link: https://www.econbiz.de/10014425851