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How positioning strategies affect co-branding outcomes : green marketing

Wason, Hilary; Charlton, Nathalie - In: Cogent business & management 2 (2015), pp. 1-12

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

Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs' green marketing performance?

Nuryakin; Maryati, Tri - In: Cogent business & management 9 (2022) 1, pp. 1-19

This study attempted to fill a gap in the literature and explore the effects of green marketing orientation on SMEs … green marketing performance. According to the result, the critical role of green innovation and green competitive advantage … were solutions to achieving green marketing performance. The researchers implemented the moderating role of experience …

Persistent link: https://www.econbiz.de/10014429313

The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance

Habib, Md. Ahashan; Bao, Yukun; Ilmudeen, Aboobucker - In: Cogent business & management 7 (2020) 1, pp. 1-26

. These findings indicate that organizations should emphasize on GSCM practices in their operations to reap sustainability …

Persistent link: https://www.econbiz.de/10012625787

Determinants of green trust on repurchase intentions : a survey of Quick Service Restaurants in Indonesia

Mukhammad Kholid Mawardi; Iqbal, Mohammad; Astuti, … - In: Cogent business & management 11 (2024) 1, pp. 1-21

values, green products, and environmental behavior on customers’ decisions to purchase fast food restaurants’ eco …

Persistent link: https://www.econbiz.de/10014529451

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

restaurants. However, the question remains as to how managers should best combine the five senses to satisfy customers. More … research is needed to determine how sensory cues can be used in marketing strategies. By applying five sensory marketing to … traditional restaurants, this study proposes a model for satisfying customers. In addition, it aims to leverage methodologies that …

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

Market variables influence customer behavior toward coffee business growth

Montajula Suvattanadilok - In: Cogent business & management 11 (2024) 1, pp. 1-14

for coffee companies seeking to navigate the competitive landscape through informed marketing strategies and business …

Persistent link: https://www.econbiz.de/10014526495

Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution

Sánchez Garza, Miriam Nanyeli; Sánchez Limón, … - In: Cogent business & management 11 (2024) 1, pp. 1-15

The objective of this research is to examine the effect of marketing activities on brand awareness generation, image … analyzed using the structural equations method. As a result of the analysis, it is concluded that substantial marketing …

Persistent link: https://www.econbiz.de/10014529732

Role of green and multisensory packaging in environmental sustainability : evidence from FMCG sector of Pakistan

Dantas, Rui Miguel; Sabir, Irfan; Martins, José Moleiro; … - In: Cogent business & management 10 (2023) 3, pp. 1-22

moderating variable, whereas the dependent variable is ecological sustainability. Current research is quantitative, and data were … collected from 302 FMCG customers through a Self-Administered questionnaire survey. The research approach was deductive, and the … environmental sustainability, while multisensory packaging has a negative impact. Consumer perception positively moderates the …

Persistent link: https://www.econbiz.de/10014505296

Quantitative insights into green purchase intentions : the interplay of health consciousness, altruism, and sustainability

Nguyen Phi-Hung; Dat Ngoc Nguyen; Lan-Anh Thi Nguyen - In: Cogent business & management 10 (2023) 3, pp. 1-15

sustainable development. This research aims to determine the relationship between environmental sustainability awareness, social … sustainability awareness, altruism, health consciousness, and consumers' green consumption behaviour. A quantitative analysis based … on a dataset of 586 customers was performed to test the hypotheses with SmartPLS 3.3.3. The results of the PLS-SEM model …

Persistent link: https://www.econbiz.de/10014506379

Understanding effective factors affecting brand equity

Bhumiphat Gilitwala; Nag, Amit Kumar - In: Cogent business & management 9 (2022) 1, pp. 1-11

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