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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
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Factors affecting eco-friendly purchase intention : subjective norms and ecological consciousness as moderators
Harjadi, Dikdik; Gunardi, Ardi - In: Cogent business & management 9 (2022) 1, pp. 1-16
The aim of the study is to examine the influence of altruistic values, egoistic values, and perceived consumer effectiveness on eco-friendly purchase intention, with moderating effect of subjective norms and ecological consciousness using the stimulus organism response paradigm. The primary data...
Persistent link: https://www.econbiz.de/10014444098
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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
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Sustainable consumption : examining the environmental and health awareness of students at the University of Debrecen
Bauerné Gáthy, Andrea; Kovácsné Soltész, Angéla; … - In: Cogent business & management 9 (2022) 1, pp. 1-21
Environmental awareness and health awareness, as part of a sustainable conscious food consumer philosophy, differ in form and extent among societies and countries. The main purpose of this paper was to identify the relationship between the target group's (university students) self-perceived and...
Persistent link: https://www.econbiz.de/10014433863
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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
The primary purpose of this research is to explain the importance of a significant aspect of a sustainable environment: green packaging. Green packaging has been revealed to have an astounding effect on a sustainable environment. Misuse of carbon products negatively affects the environment and...
Persistent link: https://www.econbiz.de/10014505296
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Quantitative insights into green purchase intentions : the interplay of health consciousness, altruism, and sustainability
Phi-Hung Nguyen; Dat Ngoc Nguyen; Lan-Anh Thi Nguyen - In: Cogent business & management 10 (2023) 3, pp. 1-15
Green consumption behaviour research plays a vital role in promoting actions to protect the environment and promote sustainable development. This research aims to determine the relationship between environmental sustainability awareness, social sustainability awareness, altruism, health...
Persistent link: https://www.econbiz.de/10014506379
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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
This study attempts to examine the impact of green entrepreneurial orientation (GEO) and market orientation (MO) on the implementation of green supply chain management (GSCM) practices and subsequent sustainable firm performance. Further, the study identifies the mediating factor between green...
Persistent link: https://www.econbiz.de/10012625787
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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
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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
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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