Impact Of CSR In Brand Equity As A Marketing Tool: A Study On Registered Medium Enterprises Of
Corporate Social Responsibility (CSR) is one of the most vital component in this modern, competitive and complex business arena, contributing highly towards economic, social and environmental Read More »
La Transparence Numérique : Rôle Du Client Et Conséquences Sur La Relation à La Marque
The digital revolution is taking place in a climate of distrust. Consumers and citizens often have a negative judment of digital practices (collection and data exploitation, etc.). Officials are Read More »
Author: Audrey Portes, Gilles N'goala, Anne-Sophie Cases
Contributor: eb™ Research Team
The Construction And Controlling Effect Of A Moral Brand
This paper explores the control effect of a moral brand through its brand culture. The moral brand culture distinguishes itself from other brand cultures by drawing on external claims for legitimacy. Read More »
THE APPLICATION OF THE CONSULTATIVE SELLING TECHNIQUE BY ISLAMIC BANKS IN EMERGING ECONOMIES
In the evolving landscape of Islamic Banking in emerging markets, banks are facing a competitive environment that is threatening the traditional marketing approach of product-centric banking. The Read More »
Gen Alpha Brand Loyalty Theory
Gen Alpha Brand Loyalty Theory, developed by Saurav Kumar, states that Generation Alpha stays loyal to brands that mirror their self-image, reflecting how they see themselves or aspire to be seen Read More »