313 Results Found

The current discussion about the brand is how to sustain it, and previous sustainable brand management studies consisting of an outside-in approach have been carried out. However, an inside-out approach that may help sustain the brand internally also...

Branding activities provide space to create internal culture, processes and a kind of organizational system which allows employees to use their abilities to their maximum. Internal corporate social responsibility (CSR) activities of an organization i...

The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside ta...

Internal branding has been regarded as important for internalizing an organization’s values and visions to its employees and managing human resources since before the COVID-19 pandemic. Despite changes in the working environment after the pande...

This study aimed to investigate three variables that may interact with internal branding (IB) in the hotel context: employee engagement (EE), workplace friendship (WF), and organizational citizenship behavior (OCB). This study adopted a survey method...

Frequent environmental incidents in the supply chains of brand-name products have dire consequences on the ecological environment and in terms of social development. There have been few considerations of supply chains and enterprise characteristics i...

Corporate social responsibility (CSR) and sustainable development practices and employer branding (EB) significantly influence the effectiveness of recruitment processes, human resource management (HRM), and an employer’s image. The main aim of...

A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ or...

We explored the correlation between consumer characteristics and international coffee chain brand membership apps. From the perspective of a gamified system, we analyzed differences in members’ experiences when using the app. Three elements of...

This study examines the effect of green practices on green brand equity, and it looks at the impact of green brand attachment and green skepticism as mediating variables on these relationships. We employed a dataset of 454 consumers from internationa...

Training employees to become image ambassadors is an important manifestation of an organization’s internal branding. However, most tourism destination marketing studies consider external image-building and pay little attention to the brand amba...

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...

With the advent of the digital economy era, the relationship between consumers and brands is changing. The mode of marketing, especially the paradigm of brand management, also needs to be adapted to change. Brand orientation has triggered a heated di...

The Fourth Industrial Revolution (4IR), characterized by the integration of advanced digital technologies, is transforming industries globally and significantly impacting leadership practices, particularly in the healthcare sector. As organizations a...

Plant-based milk alternatives and plant-based waters are of variable nutritional value. The present objective was to assess nutrient density of all plant-based beverages in the US Department of Agriculture Branded Food Products Database and determine...

This paper features as its starting point the observation that unprecedented migration flows have made cultural diversity a common feature of most cities across the world. Among the many components of such diversity, gastronomy will be presented as b...

This study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support,...

This study explores the relationship between cloud platforms, logistics operations, and sustainable development across organizational boundaries. In the past research of scholars, there is a blank area in research on the correlation between cloud pla...

When information regarding the effective evaluation of the value of exquisite products is lacking, the market demand function for such products at a given time point is affected by the diffusion of historical transaction price information before the...

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...

Brand experience has received attention from scholars and researchers, especially in experiential marketing and management. Due to the high market competition and sustainability branding trends, hotel brands need to improve and enhance their hotel se...

In the past decade, as more and more passengers choose to fly on trips, China’s airport infrastructure construction has achieved world-renowned achievements. Despite the growing opportunities and demands for using brand research to assist airpo...

Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe is leading in the market size compared with the global market. However, the high failure rate for new food products is challenging the success of new PBF in the mar...

The physical environment of airports plays a crucial role in improving travelers’ perceptions and well-being. Adopting a green physical environment may elicit customers’ cognitive and emotional responses and provide a convenient consumpti...

This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop D...

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intentio...

This study investigates the intricate mechanisms linking ESG practices, innovation performance, and brand outcomes from the perspective of internal stakeholders—employees. This study investigates employees’ perceptions of ESG practices an...

Nation branding refers to the strategic management of a country’s image to ensure that it is a fair, balanced, and useful reflection of the country itself. A strong nation brand is fundamental to its diplomacy, economy, and the well-being of it...

The objective of this study was to build an international evaluation index system of cross-border e-commerce brands. It improves the sustainable development ability of the brand and then drives the sustainable development of the enterprise’s br...

Green color priming has been introduced as a cue for consumer perceptions of sustainability. Nevertheless, the color green is not necessarily effective in every brand’s sustainability strategy. This study aims to understand the impact of a bran...

The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in T...

This study employed the stimulus–organism–response (S-O-R) model to investigate the factors that influence consumers’ internal evaluation and, consequently, their behavioral actions toward apparel with traceable information. The S-O...

The inheritance of traditional crafts has contemporary value in the economy and socio-culture and, hence, the development of human civilization. China is well known for its traditional crafts and is the main subject of international traditional craft...

Deodorants and antiperspirants available on the market are designed to reduce the discomfort associated with sweating. This study examined the types of active substances contained in deodorants and antiperspirants from international cosmetic brands a...

In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to So...

Sustainable marketing emphasizes the integration of social and environmental responsibility into business strategies, positioning employer branding as a vital tool for advancing sustainable organizational practices. Within the healthcare context of J...

This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in...

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study in...

Place branding is a discipline at the intersection of geography and communications, devoted to the process by which places become brands, understood as devices for managing a desired identity presented to the outside world, and also for internal cons...

While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience medi...

The present study investigates the effect of a tourism destination’s perceived sustainable image on the globalness of brands named after the destination and attests the mediating role of brand globalness on the relationship between destination image...

The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand stra...

(1) Introduction: Denture adhesives (DAs) promote stability, chewing ability, and quality of life. The objective of this study was to compare the effectiveness of original brand DAs and white brands in their retention of conventional complete denture...

Understanding urban consumers’ preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained throu...

Human capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee sat...

Brand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies....

Nostalgia is an important factor affecting consumers’ intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come...

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...

The fashion industry generates packaging waste through the entire supply chain. Although brands are making efforts to improve packaging sustainability as demands for low-impact packaging are rising, there is a lack of empirical evidence of innovative...