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Effect of cause-related marketing on corporate image and purchase intention : evidence from India
Rathod, Khuman L.; Gadhavi, Dharmesh D.; Shukla, Yupal S. - In: International journal of business and emerging markets … 6 (2014) 3, pp. 230-246
Persistent link: https://www.econbiz.de/10010460802
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The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK
Wang, Pengji; Kuah, Adrian T.H.; Lu, Qinye; Wong, Caroline - In: The journal of brand management : an international journal 28 (2021) 3, pp. 325-346
Persistent link: https://www.econbiz.de/10012550289
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How nostalgia affects brand equity? : consumers' attitudes towards nostalgic generational and transgenerational brands
Grębosz-Krawczyk, Magdalena - In: European research studies 23 (2020) 4, pp. 1019-1034
Persistent link: https://www.econbiz.de/10012511306
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Religiosity versus profit-loss sharing : how Islamic banks brand fidelity influence the Muslim consumers' commitment
Junaidi, Junaidi - In: Journal of Islamic accounting and business research 13 (2022) 6, pp. 960-976
Persistent link: https://www.econbiz.de/10013281053
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Polish young consumers' attitudes towards mobile phone brands
Gajda, Dawid - In: Journal of marketing and consumer behaviour in emerging … (2020) 2, pp. 4-15
Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil...
Persistent link: https://www.econbiz.de/10012439438
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Consumer perceptions of co-branding alliances : organizational dissimilarity signals and brand fit
Decker, Carolin; Baade, Annika - In: The journal of brand management : an international journal 23 (2016) 6, pp. 648-665
Persistent link: https://www.econbiz.de/10011625253
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Defining primary brand associations for the strategic positioning of certified organic products
Bozga, Narcis-Alexandru; Cristea, Adina - In: International journal of sustainable economies … 5 (2016) 3, pp. 37-50
Persistent link: https://www.econbiz.de/10011634150
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Brand placement in a movie song and its impact on brand equity
Srivastava, Rajesh - In: Journal of promotion management : innovations in … 26 (2020) 2, pp. 233-252
Persistent link: https://www.econbiz.de/10012179120
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Importance of consumer-based green brand equity : empirical evidence
Khandelwal, Utkal; Kulshreshtha, Kushagra; Tripathi, Vikas - In: Paradigm : the journal of Institute of Management Technology 23 (2019) 1, pp. 83-97
Persistent link: https://www.econbiz.de/10012161129
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Emoticons are not for everyone : the role of congruence between hotel brand positioning strategies and communication style in enhancing customers' brand attitude and booking intent...
Hegner, Sabrina; Lotze, Carlotta; Beldad, Ardion Daroca - In: Tourism and hospitality research : THR 21 (2021) 3, pp. 317-329
Persistent link: https://www.econbiz.de/10012593210