How Does Sensory Brand Experience Influence Brand Equity? Considering The Roles Of Customer
Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area. Read More »
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The Model Of Customer Empowerment In The Field Of Renewable Energy: A Case Of Tunisian Consumers
This awakening of consciousness on the part of todays consumers has given rise to the concept of consumer empowerment which states that the current consumer has become a stakeholder and influence in Read More »
21st-Century Brands: An Innovation Opportunity And An Ethical Challenge
Co-creation can open up the brand to the outside and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with Read More »
FASHIONABLE POLITICS The Discursive Construction Of Ethical Consumerism In Corporate
This thesis investigates the discursive construction of ethical consumerism a notion that encompasses both conscious consumption choices and responsible corporate activities in mediated discourses Read More »
The Impact Of Perceived Corporate Social Responsibility On Brand Advocacy: The Mediating Role Of
The aim of this paper is to examine the influence of customer perceptions of corporate social responsibility (CSR) on online brand advocacy (OBA)through the mediating role of brand love. Using Read More »