The information and communications revolution has hastened the process of globalization in today's world of business. Consequently, businesses, even small and mid-sized companies, are confronted with cultural diversity when these companies become internationally active. Yet only few businesses...

Word of mouth (WOM) information have become an integral part of consumer decision-making and have revitalized investigations of a social phenomenon to serve marketing objectives. This study addresses the fast-growing yet diverse WOM literature with its heterogeneous background. An objectified...

Der vorliegende Beitrag beschäftigt sich mit der Dimensionsstruktur sowie der Verwertbarkeit des Fortune-Reputationsrankings in der wissenschaftlichen Forschung und liefert Erkenntnisse über seine Aussagefähigkeit. Nach Erörterung der theoretischen Grundlagen von Unternehmensreputation als...

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...

Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...

Advertising in our days is moving to the social media since consumers are spending more and more time on such platforms that offer very customized information for each user. Facebook, for example, is trying to bring each person the most meaningful content, which means the advertising is...

Shrinking meat intake levels and simultaneously increasing consumption of plant-based products among consumers suggest that consumers' dietary behavior implies the purchase of plant-based food substitutes. We contribute to the literature by investigating the most important determinants of...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden In Märkten mit leicht imitierbaren Produkten können strategische Wettbewerbsvorteile nur durch immaterielle Vermögensgegenstände erzielt werden. Vielfach wird die Vermutung geäußert, die Reputation –...

Despite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern...