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Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent Business & Management 7 (2020) 1, pp. 1-25

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

Persistent link: https://www.econbiz.de/10012657312

Internal service quality and external service quality using two versions of SERVQUAL scale: An empirical evidence from five malls in the capital city of Saudi Arabia

Almohaimmeed, Bader M. - In: Verslas: Teorija ir praktika / Business: Theory and Practice 20 (2019), pp. 158-169

Much of service quality research has been carried out on external service quality, i.e., services delivered by organizations to their own customers. The aim of this study was to investigate the influence of internal service quality (ISQ) on external service quality (ESQ), under the existence of...

Persistent link: https://www.econbiz.de/10012703536

Consumer motives for purchasing counterfeit luxury products: Behind the status signaling behavior using brand prominence

Purwanto, Pur; Margiati, Lulus; Kuswandi, K.; Prasetyo, Budi - In: Verslas: Teorija ir praktika / Business: Theory and Practice 20 (2019), pp. 208-215

The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers ( patrician , parvenus and poseur ) in the context of luxury brand fashion. Data were obtained from a sample...

Persistent link: https://www.econbiz.de/10012703541

Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective

Lee, Joseph Lok-Man; Lau, Chammy Yan-Lam; Wong, … - In: Journal of Tourism, Heritage & Services Marketing 9 (2023) 2, pp. 3-10

impact of brand awareness in the relationships between social media marketing and collectivist Chinese behavior in the … media marketing and purchase intention as well as word-of-mouth. Additionally, brand awareness exerts a negative moderating … collectivist customers. Furthermore, a negative brand awareness effect emerges when collectivist Chinese customers compare hotel …

Persistent link: https://www.econbiz.de/10014455334

RETAIL MARKETING INSTRUMENTS – AN ANALYTIC APPROACH

Dabija, Assist. Ph.D Student Dan Cristian; Abrudan, … - In: Revista Tinerilor Economisti (The Young Economists Journal) 1 (2009) 13S, pp. 85-96

Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the...

Persistent link: https://www.econbiz.de/10008556751

Some Aspects of the Economic Crisis

Todt, Horst - In: The AMFITEATRU ECONOMIC journal 11 (2009) Number Special 3, pp. 667-674

The article comments on some aspects of the present economic crisis. The role of bonuses in a system with principal-agent relationship is discussed. Several other features like the responsibility of rating institutes are considered. A main point is to question our knowledge about the crisis. New...

Persistent link: https://www.econbiz.de/10008557044

Vertical Aliances between Retail and Manufacturer Companies in the Fashion Industry

Swoboda, Bernhard; Pop, Nicolae Al.; Dabija, Dan Cristian - In: The AMFITEATRU ECONOMIC journal 12 (2010) 28, pp. 634-649

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers...

Persistent link: https://www.econbiz.de/10008542792

Stuck in the Adoption Funnel: The Effect of Delays in the Adoption Process on Ultimate Adoption

Lambrecht, Anja; Seim, Katja; Tucker, Catherine - NET Institute - 2007

Online applications and services automate communications and transactions between firms and consumers, promising large efficiency gains. However, consumers have been slow to use these online technologies intensively, despite widespread adoption of the internet. Customers frequently undergo a...

Persistent link: https://www.econbiz.de/10005459403

The real thing: a profile of the coca cola company

Hartogh, Matthew - Volkswirtschaftliche Fakultät, … - 2007

Competition In its core competency, the Coca-Company has only one serious competitor, the PepsiCo Company, maker of Pepsi-Cola. Current market share of the two companies in the United States stands at 43.7% for Coca-Cola against 31.6% for PepsiCo. British firm Cadbury Schweppes comes in third in...

Persistent link: https://www.econbiz.de/10005260130

Social Media im Recruiting

Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

Persistent link: https://www.econbiz.de/10010420382