Search Results - subject:"Marketingmanagement"

The impact of green marketing strategies on consumer purchase intentions toward ECO-friendly products in Southeast Asia

Xia, Zongwen - 2026

Persistent link: https://www.econbiz.de/10015616809

Potential of digital marketing and determinants of the 5A marketing strategy : a case in Thailand

Pimolwan Katepan; Rungtip Thaisom; Thamrong Mekhora; … - 2026

Persistent link: https://www.econbiz.de/10015609262

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - 2026

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Persistent link: https://www.econbiz.de/10015592496

Sound in mode on : how sound stimuli influence customer engagement?

Valenzuela-Gálvez, E. Sophía; González-Benito, Óscar; … - 2026

Persistent link: https://www.econbiz.de/10015595714

The different effects of mass-media marketing and personal sales budgets across the life cycle of B2B high-tech start-ups

Vomberg, Arnd; Frieß, Maximilian; Alavi, Sascha; Maag, … - 2026

Persistent link: https://www.econbiz.de/10015597072

Integrating artificial intelligence with market research : a dual approach to boosting brand value

Škare, Marinko; Sinkovic, Dean; Kowalska, Magdalena; … - 2026

This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...

Persistent link: https://www.econbiz.de/10015606819

A conceptual discussion of how social power theory and the extended marketing mix can be used to improve alignment and engagement in organisations

Khan, Sardana Islam; Shaw, Michael; Bandara, Priyantha - 2026

Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with...

Persistent link: https://www.econbiz.de/10015625269

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026

Persistent link: https://www.econbiz.de/10015638925

Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

Durgha Devi, L.; Arumugam, Thangaraja - 2026

Persistent link: https://www.econbiz.de/10015651511

Strategic factor markets : a critical review, insights and future directions

Koparan, Ipek - 2026

This study aims to synthesize the fragmented strategic factor markets (SFM) literature and propose a coherent conceptual framework highlighting key theoretical extensions and practical implications. It identifies conceptual tensions, underexplored intersections, and emerging challenges related...

Persistent link: https://www.econbiz.de/10015652547