This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital...

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...

Personal branding is one of the newest topics in branding. It means that each person can have a stable personal brand by considering his/her given goals and using proper strategies. In this paper, the authors have tried to present a framework for personal brand positioning. To achieve this aim,...

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...

This study tests the impact of usage of Twitter as a microblogging service provider on shareholders' returns and abnormal returns. In accordance with this purpose, two portfolios were created based on measurement of whether firms had a Twitter account and, if so, their number of followers and...

The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of...

This paper proposes a model to determine the direct and moderating effects of COVID-19 on the overall satisfaction of cultural tourists with the heritage destination visited. The hypotheses put forward in the model have been tested employing non-linear structural equation models (SEM), estimated...

This study tests a framework of business-to-business (B2B) sellers' sales performance motivations in services firms. An exploratory-descriptive research design was used and data was collected from 389 respondents working in the services-orientated business sector of Norway. The study's results...

This study aims to assess the role of a natural environment and its effects on the following components of attitudes: cognitive image, affective response, and behavioral intentions. Using a survey conducted among 292 mall visitors, this study also examines how the perception of the atmosphere in...