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...

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of...

Cause-related marketing (CRM) skepticism significantly affects consumers' attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical...

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...

This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to...

While innovation affects company efficiency, research into service innovation is scarce and lacks consensus. In retailing, in latest years, innovation has aroused significant interest in corporate and academic world. This research analyses retail experience innovation from the perspective of...

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...

The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand...

This study investigates the impact of market engagement strategies-specifically market involvement, customer centricity, employee empowerment, and market innovation-on consumer behavior and business growth within the Thai coffee industry. Recognizing the pivotal role these factors play in...

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,...