Social media has presented a new ways of conducting the brand research among both the young and traditional consumer at low cost. This paper presents ways of using social media sites in the work place environment which are used by different companies in implementing social media strategies that...

This paper investigates the effect of marketing variables and consumer personal characteristics on store brand choice over national brands in times of crisis in the French context. We developed a binary choice model to assess consumer choice of store brands in-stead of national brand products....

This paper aims to analyse the use of branding and market segmentation from a hotel marketing perspective. The use of branding has enabled market segmentation and delivered financial and organisational growth for hotel operators. This application of marketing has increased value for the...

Objective – The purpose of this study is to identify the influence of similarity, reputation, perceived risk, and innovation as brand extensions of smartphones developed by Samsung, toward brand equity.Methodology/Technique – This study uses explanatory research. The population in this study...

The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to...

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or...

Brand marketing is for brands to establish and nurture the relationship between consumers. A unique product or service instead of highlighting, brand marketing promotes the integrity of the brand, of the brand products as support points that support the promise and uses services. Ideal solution...