The goal of this article was to explore internal stakeholders' emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth...

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

This study assesses the impact of human resource managers on the effectiveness of hotel branding with reference to Jordanian hotel industry. The study followed a cross-sectional design in which data was collected through a questionnaire-based survey. Subsequently, the collected data were...

This study explores how internal marketing influences employees’ perceived ability to deliver service quality in the conventional banking industry in Oman. The influence of employee perceived service quality on customer satisfaction is also established. Data was obtained from retail banking...

The purpose of this study was to investigate whether green recruitment practice attracts prospective candidates to join environmental responsible firms through organizational attractiveness. A total of 127 students from Universiti Teknologi Malaysia participated in the survey. SPSS version 23...

Attracting talent, particularly from Generation Z, remains a paramount concern for organizations across diverse industries. This paper aims to identify key variables influencing candidate attractiveness in joining organizations. Three variables-Corporate Social Responsibility (CSR), Employer...

Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...

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 study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate...

This study is intentionally functional, and, from the data collection aspect, is a descriptive survey. The statistical data for the present study includes low-power electronic and electric products in Guilan Province. A total of 384 consumers were chosen using the random cluster sampling method....