This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian...

Non-verbal communication tools, such as emojis, are an important means of persuasion for food delivery applications (FDAs). Using social exchange theory, the current research, conducted in India given its fast-growing FDA category, examines the impact of emojis on the different components of...

This study attempts to reveal whether smart tourism practices in the destination of Istanbul have an impression on destination brand equity (DBE) and destination competitiveness (DC). The sample group of the study consisted of domestic tourists visiting Istanbul. The data were obtained through a...

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 study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

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....

Intangible assets have increasingly been identified as a main source of productivity gains. Since the pioneering work by Corrado, Hulten, and Sichel (2005), empirical research has largely focused on macro and industry-level studies, while firm-level studies have often been confined to a limited...

Objectives The main objective of this study was to examine the role of CSR as a strategic lever in shaping the diplomatic efforts of globalized companies operating in Algeria's mining sector. It focuses on analyzing how CSR can contribute to the enhancement and reinforcement of the brand image...

Frame of the research: This study contributes to various research domains of interest such as branding and corporate branding, corporate governance, environmental, social and governance (ESG) and, more generally, sustainability and society well-being. Purpose of the paper: This paper advances...

This study examines the role of brick-and-mortar retail store attributes (SA) on consumers' brand loyalty and perceived value (PV), which consequently influence repurchase and word-of-mouth (WOM) behavior.Data were collected through a structured survey administered to 374 shoppers at leading...

The aim of this study is to evaluate the influence of physical Vanity, achievement vanity, and brand equity on luxury consumption in the skincare industry, considering the promising US$13.9 billion beauty and personal care market in India, as estimated by Euromonitor International. Data were...

This study aims to explore how hedonic value influences obsessive-compulsive buying behavior by examining the mediating roles of brand attachment and customer-based brand value. The research addresses inconsistencies in previous studies on the influence of hedonic market value on...

The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media...