It has been recognized that there is a need for a new research area that concentrates on perceptions rather than reactions. The present study proposes a conceptual framework to incorporate consumer-perceived ethicality (CPE) and its influence on bran...
11 June 2021
Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service...
So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is...
The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderat...
As climate change continues, environmental sustainability has become a popular topic among brands and consumer groups. The fashion industry has detrimental impacts on the natural environment; however, little is known about how brand benefits can help...
The aim of the current study was to examine how employees are involved in positive word of mouth (PWOM) in the presence of brand love. In this study we also investigate the mediating role of employee loyalty between employee brand love and PWOM links...
This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical f...
The importance of emotional intelligence cannot be neglected when it comes to employees’ behavioral outcomes in the workplace. When organizations deploy Corporate Social Responsibility initiatives that improve their image, they can foster an at...
Private healthcare organizations increasingly compete on their internal culture and on how consistently that culture reaches patients, particularly in destinations where treatment and cultural tourism overlap. Organizational communication and interna...
In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. U...
This paper contributes to the existing but scarce literature on customer-centric sustainability and measures consumers’ perceptions of fast-fashion brands regarding economic, environmental, and social sustainability. Furthermore, it aims to tes...
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market...
This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, a...
As retail management has become increasingly demanding, it is imperative that retailers use market orientation to promote and increase loyalty to their private labels. This can be important in efforts to differentiate themselves from their competitio...
Although most American eat at a fast-food restaurant 1 to 3 times a week, they would realize that fast food consumption is highly associated with chronic diseases and generates negative impacts on their health. As fast-food consumers become more heal...
The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer...
The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a hi...
This research paper explored the causal relationship between consumers’ brand value perception, brand credibility, brand prestige, and other consequential outcome variables. The conceptual relationships were described into a potential theoretic...
Studying brand love is vital for hospitality establishments because it helps them understand their customers’ feelings and perceptions toward their brands, especially with the growing number of hospitality brands. However, previous hospitality...
Following the phenomenal growth of and competition among coffee chain retailers, the coffee chain market has expanded substantially thanks to rising income levels, the increasing young population, and rapidly changing lifestyles. Attracting consumers...
1 May 2019
Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value tow...
2 May 2022
In today’s world, the higher education system represents a means of developing the national and global economy by providing individual and collective benefits. Student loyalty is a critical measure in the success of higher education institution...
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...
This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant re...
Given that the market is becoming more competitive, it is imperative to understand what influences purchasing decisions of global consumers as consumer trends change regarding botanic cosmetics for anti-aging, maintaining appearance and skin health....
In view of the ever-increasing social media use (SMU) from brands and customers [...]
The purpose of this study is to propose new conditions with which to classify consumers who choose new modes of consumption other than ownership that influence the growth of the sharing economy in Japan. Our findings highlight the characteristics of...
Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order...
Sustaining high performance in private healthcare requires that internal organizational processes actively reinforce the values employees carry into their daily work. This study examines how organizational communication and internal branding shape em...
The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a reti...
In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attra...
In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands’ corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypot...
Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashm...
This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applie...
The establishment of circular business models represents the evolution from traditional linear business models to those committed to sustainability. The effect of circular business models on brand-related outcomes remains, however, unknown. The aim o...
This study explores how internal and external brand management synergistically construct employee brand equity in contemporary organizations. Drawing on social identity theory, brand equity theory, and relationship quality theory, we conducted a syst...
The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achie...
Residents play an important role in the destination branding process. Extant studies have not yet integrated analyses of residents’ engagement behavior and the factors that affect it. In this study, we investigated the influence of place identi...
Brands are facing significant pressures in globalized markets so as to communicate a consistent corporate identity to their customers. Accordingly, the established past of a brand should be considered a key resource by giving the organization a compe...
The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands a...
25 February 2023
Sports commitment is a psychological construct that has been studied since the 1990s and that has been used in the educational field. The main objective of this study is to analyze the suitability of AirBadminton to acquired sports commitment and the...
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competi...
The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents...
Consumers increasingly evaluate brands based on the causes they choose to support, alongside product performance, raising the question of how storytelling can effectively convey this social commitment. This study examines whether narrative structure...
In the actual context, it is increasingly crucial for brands to act with a conscience and communicate their environmental and social commitments to gain social legitimacy from stakeholders. Despite the relevance of this issue, limited studies provide...
A blue jeans brand committed to the environmental cause could position itself as unique and socially responsible and attract environmentally driven consumers. This research study examines the relationship between brand love and consumers’ envir...
Through strategically implementing sustainable practices, businesses can enhance their public image and incentivize consumers to purchase environmentally friendly products. In recent years, many enterprises have actively pursued corporate social resp...
Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for business...
In developing markets characterized by pervasive information asymmetry and sophisticated greenwashing practices, promoting sustainable consumption requires moving beyond basic brand recognition to securing genuine financial commitment. Integrating S-...
15 May 2021
During such a complex crisis as the one experienced by humanity since the first quarter of 2020, it is necessary to develop tools that contribute to creating the corporate image for organizations that are currently interested in being identified as b...
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