Marketing
The Impact Of Brand Innovativeness On Purchase Intention: The Mediating Roles Of Brand Genuinity
Femvertising, which is a combination of the terms 'feminism' and 'advertising,' refers to a shift in how women are typically portrayed in advertising campaigns by incorporating themes that support Read More »
Subliminal Effect: Big Brands' Strategy To Convey Their Secret Message
Subliminal effects in advertising represent one of the most intriguing and contested dimensions of modern marketing. This paper investigates how major global brands strategically employ hidden cues, Read More »
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 »
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 »
Author: Anil Kumar R., A.R. Dinakar, Salman Navas, Ruby R
Contributor: eb™ Research Team
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 »
Author: Wan Nur Fazni Wan Mohamad Nazarie, Aminatul Saadiah Abdul Jamil
Contributor: eb™ Research Team
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