This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company's brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to the...

Industrial sector plays radical role in the economic development around the world. However, in Jordan, this vital sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty. Brand loyalty is still a researchable area. Brand...

The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to...

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment,...

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...

The Brands in the modern era has witnessed a profound and paradigm shift in their marketing approaches towards consumers. The exponential growth and need of eco –friendly products have made the marketers to think of drastically mould their offerings and reasonably deliver their marketing...

The COVID-19 pandemic highlighted the importance of not only diminishing the resistance to vaccine adoption in general, but also to reduce both real and perceived barriers to a swift vaccination campaign. One major problem faced by health systems around the world was that people’s preferences...

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses...

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile...