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...

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...

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 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...

Green packaging, branding, and eco-labeling are among the rising green marketing initiatives from food industry businesses that promote a sustainable brand image to potential consumers; this study examines the relevance of these two green marketing strategies on Vietnamese young consumers'...

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...

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...

How do financial markets respond to anticipated climate-driven wildfire risk? Using high-resolution meteorological forecasts, land use data, and U.S. municipal bond spreads, we find that municipalities facing greater future wildfire exposure already incur higher borrowing costs: A one standard...

This study examines FinTech adoption in the Palestinian banking sector, highlighting its role in driving innovation, improving customer satisfaction, and ensuring competitiveness. Using an extended Technology Acceptance Model (TAM) and SmartPLS 4.0 software for structural equation modeling, the...

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...

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand...

Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...

The nature of influencers' relationships with their followers is attractive to brands. However, consumers' positive feelings for their favorite influencers are not cast in stone. If influencers become more secretive and less responsive, relationships can quickly sour and fandom can turn into...