Marketing
Capitalism Leading To Unhealthy Food Consumption
How fast-food and beverage companies, which are driven by capitalism, adopt the ethical product, price, promotion, and place strategies to influence consumers’ perceived value and purchase Read More »
Definition Of Islamic Brand: A Study From Islamic Conjuction And Its Findings
Back in 2007, Islamic brands captivated the attention of marketing scholars. Most previous studies defined Islamic brands are adapted from conventional marketing/brand pivot, social constructionism, Read More »
Author: Muhammad Saiful Islam Ismail, Tengku Wasimah Raja Harun, Syaimak Ismail, Aemy Aziz, Muhammad Anas Ibrahim
Contributor: eb™ Research Team
Empirically Examining The Psychological Mechanism Of A Loved And Trusted Business School Brand
Marketing and branding of higher education occupy an important space today in the extremely competitive B-school market. This paper aims to explore the drivers of brand loyalty and advocacy in the Read More »
Author: Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar, Muddu Vinay
Contributor: eb™ Research Team
Impact Of Selected Socio-Demographic Characteristics On Branded Product Preference In Consumer
A successful brand is one of the most valuable resources a company has. Should the brand become powerful, it is supposed to reflect rational and emotional expectations of consumers, which, however, Read More »
Author: Pavol KRAL, Katarina JANOSKOVA, George LAZAROIU, Petr SULER
Contributor: eb™ Research Team
The Influence Of Customer’s Sharing Behavior In Social Commerce
All transaction behaviors between enterprises and customers directly take place on social media. Using social media for people to interact with their friends and family become a routine in the daily Read More »
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