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....

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...

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...

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...

When a technology provider (entrant) enters an emerging end market, he may outsource critical components from a competing conventional manufacturer (incumbent) or insource critical components. Under the outsourcing strategy, brand reputation spills over from the incumbent to the entrant-a...

This research examines how brand psychological ownership, brand intimacy, and brand trust affect customer brand engagement and how customer brand engagement influences purchase intentions. Utilizing a quantitative approach, the study investigates the mediating role of customer brand engagement....

This study aims to examine the influence of Brand Anthropomorphism on Conversational Value and Attitude Towards Communication (relevance) of Gen Y and Gen Z consumers in the context of the COVID-19 pandemic. The study considered interactive marketing strategies used by premium auto brands on...

The year 2024 was one of the most active years for fires in recent history across the Americas, highlighting the growing influence of climate change on fire behavior, frequency, and intensity. In the second half of the year, several regions in South America including in the Amazon were...

The Republic of Cyprus (hereafter referred to as 'Cyprus') faces a significant and increasing risk of wildfires, as evidenced by recent large-scale fires. The island is becoming susceptible to extreme weather events, fueled by climate change. Despite being an island of less than 10,000 km²,...

Romania faces rising wildfire risk, with both frequency and impact expected to intensify. In 2021, Romania was identified as one of the countries in the European Union (EU) most affected by wildfires. Despite the country's temperate continental climate, which generally reduces wildfire risk,...

Wildfires pose a significant and increasing risk across the European Union (EU). In 2023, wildfires burned over 500,000 ha of land, marking it as the fourth-largest area burned annually on record in the EU. In the same year, Greece experienced the largest wildfire ever recorded in Europe,...

Wildfire risk is increasing in Croatia. Between 2010 and 2021, the cost of damage due to wildfires across the country totaled over Euro 249 million; the 2017 fire season burned 67,666 ha of land and caused an estimated Euro 109 million in losses; and the 2022 season recorded 149 fires. Even...

This research explores the language features used by leading consumer brands with successful marketing in their promotional messages. Coca-Cola, McDonald's, PepsiCo, Mondelez, and Unilever were selected because they appear in Effie's Most Effective Marketers' Index and are active on a range of...

In the current disruptive business landscape, there is a disconnect between the practical traction of digital revolution approaches and their academic rigour, exacerbated by a lack of collaboration between practitioners and academics. In this study, this issue is addressed by systematically...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

Frame of the research. As multinational enterprises (MNEs) increasingly engage in roles beyond conventional business activities, their involvement in brand activism has become a focal point of interest. This development underlines the urgency for MNEs to address global challenges, positioning...

Frame of the research: As customer experience becomes increasingly central to brand differentiation and digitalization reshapes retail, brands must engage consumers across both physical and digital channels. This convergence has accelerated the need for 'phygital' strategies-integrated...