Marketing

Article

Influence Of Celebrity Endorsement On Buying Behaviour Of Sports Goods Consumers

Celebrity endorsement has become an influential promotional strategy in the sports goods market, where consumer choices are often shaped by aspiration, performance association, and brand image. This Read More »

Date: 10/08/2025
Author: S. Sankar Ganesh, Dr S Prem Kumar
Contributor: eb™ Research Team
Article

Consumer Perception Of Colors On FMCG Brand IN KERALA

Color is a powerful visual cue that shapes consumer perception and purchase behavior, particularly in the fast-moving consumer goods (FMCG) sector where decisions are made rapidly at the point of Read More »

Date: 10/08/2025
Author: Anil Kumar R., A.R. Dinakar, Salman Navas, Ruby R
Contributor: eb™ Research Team
Article

The Social Media Influence Spectrum: Insights From Malaysia’s Digital Consumer Culture

The rapid rise of digital technologies has reshaped how brands communicate, persuade, and maintain relationships with consumers. As of 2024, more than two-thirds of the global population actively Read More »

Date: 12/2025
Author: Wan Nur Fazni Wan Mohamad Nazarie, Aminatul Saadiah Abdul Jamil
Contributor: eb™ Research Team
Article

Building Brand Loyalty In Malaysia

This chapter examines the evolving nature of brand loyalty in Malaysia’s dynamic consumer landscape. It explains how emotional branding, identity alignment, and trust shape consumers’ long-term Read More »

Date: 12/2025
Author: Zainuddin Bin Zakaria, Azizul Azhan Bin Hussain
Contributor: eb™ Research Team
Article

Content Marketing Strategies

This chapter will discuss in detail about content marketing strategies in Malaysia’s business environment. In the present, making content has become a phenomenon among the social media users. The Read More »

Date: 12/2025
Author: Nur Syakirah Ahmad, Nurul Farhaini Binti Razali
Contributor: eb™ Research Team
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