Marketing
The Mediating Role Of Brand Advocacy: Investigating Its Antecedents And Consequences In The Context
Extant literature suggests that opinion leaders promote brand advocacy, an innovative tool for changing organizational culture. A few studies have explored the association between opinion leaders and Read More »
DEFINING PRODUCT SELLING AND SOLUTION SELLING: A MULTI-METHOD QUALITATIVE STUDY
Sales in its basic form is quite simple, but in a constantly changing business environment, it has become multifaceted. New types of specialized sales categories are emerging, such as product selling Read More »
IDENTIFYING KEY USABILITY CHARACTERISTICS FOR FASHION BRAND AUGMENTED REALITY APPS
This study identifies the key usability characteristics of augmented reality (AR) apps in the fashion industry to improve their effectiveness for customers. To achieve this, a qualitative content Read More »
Author: Wilson Ozuem, Muhammad Naeem, Aqsa Shabir, Caroline Jawad
Contributor: eb™ Research Team
INTERACTIONS OF ETHICAL MARKETING SCALE WITH CUSTOMERS’ DEMOGRAPHICS IN THE MEDICAL SCHEME
Internationally, medical schemes must deliver ethical and eco-sustainable goods and services at affordable prices or barely survive the increasing competitive pressure. Ethical marketing, i.e. Read More »
INFLUENCING GENERATION Y CONSUMERS’ PERCEIVED QUALITY OF FASHION BRANDS: A GENDER COMPARISON
With the intense competition in the local and global fashion industry, fashion brands need to clearly understand their target market to remain competitive. Perceived quality plays a vital role in Read More »
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