The clothing industry greatly impacts the global economy by producing billions of pieces of clothing and employing millions. However, it negatively impacts the environment, as it is one of the most polluting sectors in the world. This bibliometric review aims to identify influential authors and...

Many methods have been developed since the 1980s to measure Brand Equity (BE). These methods range from theoretical and pragmatic approaches to qualitative methods that determine the rankings of remembrance, emotionality, and valuation based on the likelihood of purchasing a good, or service....

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider...

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and...

Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen Memes zunehmend an Popularität. Es gibt es nur wenige wissenschaftliche Untersuchungen zur Werbewirksamkeit von Memes. Die vorliegende Studie soll diese Wissenslücke...

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to...

This report contains the annual summary of the wildfire season of 2024 on the basis of data from the European Forest Fire Information System (EFFIS). It is published early in 2025 to provide an advance comprehensive analysis of the wildfire season 2024. The analysis and data in the report...

The SILVANUS project is advancing wildfire management by developing an integrated platform that combines technologies for monitoring, prevention, and suppression of extreme wildfire incidents. The platform is designed to support forest managers, firefighters, and local authorities in addressing...

Wildfires pose significant environmental and socioeconomic challenges, necessitating efficient management and prevention through proper resource allocation and financial oversight. Despite evidence on risks, drivers, and opportunity costs of intervention, there is little information on how...

The paper is devoted to econometric analysis of the impact of Russia-Ukraine conflict, which started in February 2022, on TV advertising strategies of fast-moving consumer goods (FMCG) companies. With the help of quantitative methods, the study analyzes changes in TV advertising expenditures of...

This paper investigates the effects of air pollution on public mood using sentiment analysis of geolocated social media data. Analyzing approximately 7 million twitter posts from the United States in July 2015, we examine how fluctuations in air quality caused by Canadian wildfires influence...

The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the...

This paper aims to identify emerging research topics related to brand activism: analyzing current research trends and providing a comprehensive overview of its various aspects. Brand activism, transcending traditional business roles, represents a strategic alignment of corporate identities with...

Firms' brand management has continuously and consistently evolved not only to satisfy consumers' various needs and wants but also to maximize profitability and sustain competitive advantage. Companies are unceasingly seeking ways to make the price of their product offerings less of a factor in...

The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable...

The study examines the underlying heterogeneity within the global Muslim consumer market in connection with Islamic branding and its impact on the brand resonance of an Islamic brand. This comparative study empirically examines the differences existing within the Muslim consumer in Malaysia and...

The importance of brand personality congruence (BPC), brand attachment (BA) and brand love (BL) in the luxury marketing is paramount. Still, their relationships in enhancing the customers obsessive passion (OP) and compulsive buying behavior (CBB) through the moderating role of materialism...