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'...

The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the...

Marketers are increasingly interested in digital content marketing (DCM) strategies that have the potential to enhance consumer behaviour. However, there is a dearth of academic research that delves into the impact of DCM on brand defence. This study aims to investigate the impact of DCM on...

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...

As today's environment constantly changes, scientific and practical literature suggests that brands must be managed more agilely. Agile branding, characterized by stakeholder involvement, adaptability, and flexibility, emerges as an innovative approach for companies to navigate dynamic markets...