Meta-analysis is a statistical technique that allows one to combine the results from multiple studies to glean inferences on the overall importance of a certain phenomenon. This study employs a substantive metaanalysis approach to quantitatively summarize the results of empirical studies of the...

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Despite large interest in CSR in China, the role of consumers has been underexplored in empirical research, with studies mainly focused on specific subcomponents of CSR, based on evidence from small, urban samples. Using a country-wide consumer survey, this article examines 1) how Chinese...

Objective – The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java.Methodology/Technique – This study examines the effect of television advertising on the decision to purchase and brand...

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...

This research aimed to assess the impact of green packaging and green advertising on competitive advantage and business performance of manufacturing Small and Medium-sized Enterprises (SMEs). A research conceptual model was produced to determine the relationships from that model. A quantitative...

Purpose: This research identifies the critical factors of online service delivery of electronic commerce (ecommerce) websites, including website attractiveness, website functionality, website security and consumer fulfillment during an unprecedented Coronavirus (COVID-19) pandemic....

Synergistic value integrates insights from the stakeholder theory the resource based view theory and shared value. The stakeholder theory provides opportunities to align business practices with societal expectations and sustainable environmental needs. Businesses ought to reconcile disparate...

Net Promoter Score (NPS) is heralded by proponents as the quintessential marketing metric for measuring customer and brand loyalty. Its popularity is currently very high, especially in North-American companies. The frenetic interest in NPS has led some commentators to call it a cult-like...

Growing attention has been paid to the science of marketing over the last few years, given their influence in business science and marketing in particular. This work implements a bibliometric analysis of the predictive marketing method, often known as "predictive marketing.". In this sense, we...