Marketing
Perceived Altruism In Cause-related Marketing
The purpose of this paper is to analyze how corporate image may mediate the effects of cause-related marketing on consumer behavior, aiming to expand existing literature in the field of corporate Read More »
Author: Cristela Maia Bairrada, Arnaldo Fernandes de Matos Coelho, Julia Maringoni Lopes
Contributor: eb™ Research Team
The Impact Of Customer Engagement On Brand Loyalty: The Mediation Roles Of Brand Attachment And
This study explores the influence of brand love and brand experience on customer engagement and then the influence of customer engagement on brand loyalty directly or mediated by brand attachment and Read More »
The Influence Of Trust, Advertising, Family On Intentionand Actual Purchase Of Local Brand In Yemen
This empirical research investigates the influence of four predictors of actual purchase of local brand in Yemen. The exogenous variables examined are trust, advertising, family and purchase Read More »
Author: Jamal Mohammed Esmail Al-Ekam, Norashikin Binti Baharom, Nor Ermawati Binti Hussain, Noor Aida Binti Noh, Tuan Rohasnida Binti Tuan Teh, Salniza Salleh, Nik Kamariah Nik Mat
Contributor: eb™ Research Team
Factors Influencing Value Creation On Brand Trust In Hotel Business: Case Study Of 3-, 4- And
This research investigates the society or guests perception of the value creation and brand trust, and aims to examine the effect of value creation on brand trust in 3-, 4-, and 5-star hotels in Read More »
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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