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Consumer brand engagement fostered by cause-related marketing in emotional and functional brands

Pereira, Diana; Silva, Joaquim; Casais, Beatriz - In: Journal of nonprofit & public sector marketing 36 (2024) 5, pp. 685-712

Persistent link: https://www.econbiz.de/10015191886

When social media influencer endorsement backfires : unpacking fallout from explicit endorsements across brand equity levels

Rathjens, Bobbie; Wu, Aili; Zhang, Lu; Wei, Wei - In: Journal of hospitality & tourism research : JHTR ; the … 48 (2024) 8, pp. 1467-1480

Persistent link: https://www.econbiz.de/10015192873

The role of relationship marketing and brand love among banking consumers in an emerging market context

Panduro-Ramirez, Jose Alberto; Gallegos-Reyes, Miguel Angel - In: Administrative Sciences : open access journal 14 (2024) 12, pp. 1-17

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was...

Persistent link: https://www.econbiz.de/10015192938

Exploring user reactions to luxury brand videos on YouTube : a comparative study of influencers and brand-official channels

Colladon, Andrea Fronzetti; Matarazzo, Michela; … - In: International journal of advertising : the review of … 43 (2024) 7, pp. 1172-1194

Persistent link: https://www.econbiz.de/10015194147

How promotion mix helps sustain brand sales during market transitions : insights from the pharmaceutical industry

Chaudhuri, Malika; Hirunyawipada, Tanawat; Pan, Yue - In: European journal of marketing 58 (2024) 11, pp. 2508-2538

Persistent link: https://www.econbiz.de/10015198431

The perceptions of brand coappearance in product placement : cooperation, competition or coopetition?

Chan, Fong Yee; Edwards, Steven Marc - In: European journal of marketing 58 (2024) 11, pp. 2539-2565

Persistent link: https://www.econbiz.de/10015198433

Improving international brand performance : the implications of marketing capabilities, brand orientation and customer value cocreation

Ganji, Seyedeh Fatemeh Ghasempour; Kazemi, Ali - In: The journal of product & brand management 33 (2024) 8, pp. 1088-1100

Persistent link: https://www.econbiz.de/10015173305

The effect of brand image, omni-channel marketing strategies, and organizational culture on customer commitment in the banking sector in North Macedonia

Ademi, Lutfije; Syla, Shpresa; Abduli, Selajdin - In: Navigating Economic Uncertainty - Vol. 1 : Proceedings …, (pp. 73-86). 2025

Persistent link: https://www.econbiz.de/10015173811

From local roots to global heights : strategic blueprint of Habib Bank Limited (HBL)

Lodhi, Rab Nawaz; Hanif, Sundas; Ali, Hafiz Fawad - In: Marketing Cases from Emerging Multinational Enterprises …, (pp. 387-402). 2024

Persistent link: https://www.econbiz.de/10015175851

The impact of sustainable marketing communications on consumer responses in the hotel industry

Bordian, Mariia; Gil Saura, Irene; Šerić, Maja - In: Journal of East European management studies : JEEMS 28 (2023) 2, pp. 347-373

Persistent link: https://www.econbiz.de/10015177228