Search Results (21)

This study aimed to identify the impact of the e-marketing mix on brand equity in the Jordanian banking sector. This study used a descriptive analysis approach. The study population consisted of all (13) commercial banks in Jordan listed on the Amman Stock Exchange. A random sample of administrative personnel at commercial banks was selected, including administrators and department heads. It was distributed electronically via Google Forms, and 293 questionnaires (79.1%) from the total study sample were retrieved. The SPSS program version 26 was used to examine the collected data. The results showed that there is a statistically significant effect at the level (α ≥ 0.05) of e-marketing on brand equity in the Jordanian banking sector. It was found that there is a positive correlation between e-marketing and the three dimensions of brand equity (brand loyalty, perceived quality, and brand image). Moreover, a positive brand image should be maintained through the consistent delivery of promises, excellent customer service, and a strong online reputation. Cultivating brand loyalty among customers can be achieved through personalized services, exclusive rewards, and tailored promotions. By integrating these strategies into their e-marketing efforts, banks can effectively engage with customers, differentiate themselves from competitors, and build long-term relationships. Full article

This study investigates the impact of perceived corporate social responsibility (CSR) on brand image within the automotive industry. It also examines how company reputation (CR) and product quality (PQ) mediate the relationship between CSR and brand image (BI). Utilizing a sample of 243 clients from the Pakistani automotive sector, data were collected through a survey and analyzed using structural equation modeling (SEM) with AMOS version 24.0. The results indicate that perceived CSR positively influences brand image, with both company reputation and product quality acting as significant mediators. This underscores the importance of CSR initiatives for enhancing brand image. The findings have significant implications for auto manufacturers, highlighting the need to integrate CSR into their strategic brand management to improve company reputation, product quality, and, ultimately, brand image. This study expands the conventional understanding of CSR’s impact on consumer perceptions and addresses a critical gap in the literature. Full article

Nation branding, which demonstrates countries’ power on an international platform, has gained prominence in the literature in recent years. How countries can build their strategies around these factors and make themselves attractive has become an issue of increasing interest to countries in recent years. Increasing a country’s role in the political arena, making the country more attractive to tourists, increasing the volume of foreign trade and foreign direct investment, and making the country more attractive in terms of skilled labor will improve its reputation and image, as perceived by other countries. The main objective of the study is to investigate the impact of foreign direct investment, tourism expenditure, human capital, and export on nation branding in the ten countries with the highest value in nation branding (USA, Germany, China, Japan, England, France, Italy, Canada, India, South Korea) applying the dynamic panel data model for the period 2010–2020. In the present study, we use the cross-sectional dependence, the slope homogeneity test, the CIPS unit root test, and the Generalized Method of Moments (GMM) method, one of the dynamic panel data methods. This study examined the factors involved in nation branding and found a positive and statistically significant relationship between exports, foreign direct investment, tourism, human capital, and nation branding. Full article

With a reputation for offering stylish and on-trend clothing at pocket-friendly prices, fast fashion brands resonate with the economic realities faced by many Gen Z consumers. Gen Z consumers are not just a target consumer market but also a driving force shaping the future of the fashion industry. Their preferences, values, and behaviors impact trends, reshape retail practices, and influence the overall trajectory of the fashion landscape. The evolving discourse surrounding sustainability and conscious consumerism suggests that the future may see a recalibration of the fashion landscape, with Gen Z at the forefront of demanding more responsible and transparent practices from the fashion industry. Therefore, this study aimed to identify the factors significantly influencing U.S. Gen Z consumers’ intentions to purchase fast fashion. Building on the theory of planned behavior, a research model for understanding Gen Z consumers’ intentions to buy fast fashion is proposed. Attitude, subjective norms, perceived behavioral control, environmental knowledge, need for uniqueness, materialism, and fashion leadership are investigated as predictors. Moreover, we examined how environmental knowledge, need for uniqueness, materialism, and fashion leadership affect Gen Z consumers’ attitudes toward fast fashion products. A total of 528 eligible responses were collected for analysis through a Qualtrics online survey. The proposed model’s psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. It was found that attitude, perceived consumer effectiveness, environmental knowledge, and fashion leadership significantly influenced Gen Z consumers’ intentions to shop fast fashion. Additionally, Gen Z consumers’ environmental knowledge, need for uniqueness, and fashion leadership significantly affect their attitudes toward fast fashion. The research model demonstrated strong explanatory power, explaining 68.9% of the variance in Gen Z consumers’ purchase intention toward fast fashion. Full article

Recognizing the vital role of a positive city image in attracting stakeholders, urban officials are increasingly implementing cultural branding strategies to establish and highlight their city’s distinct character. Culture, essential in urban development, shapes identity and local economy, encouraging social cohesion and sustainability. According to existing research, strategies for branding places—and cities in particular—through arts and culture include associating them with a famous personality (such as Barcelona’s perceived connection with Gaudi), flagship buildings (like Paris with the Eiffel Tower) and hallmark events (as exemplified by Cannes and its Film Festival). The European Capital of Culture awarded annually by the European Union, which associates a city with a good cultural reputation, was a favorable starting point for this research. Fourteen EcoC Bidbooks brought forward by candidate cities bidding for the title within the 2020–2026 time frame were analyzed in order to investigate essential components of city branding. The study delves into aspects such as perceived image of European Capital of Culture candidates, problems behind this perceived image and ideal city image, revealing recurrent themes that define cultural European cities today. In addition, the research identifies new strategies that complete Ashworth’s list (such as culture tailored to a particular natural environment, alternative spaces turned into culture hubs, artistic transportation, historical moments and movements, culture gamification, grassroots culture, culture thematization, highlighting the cultures of minorities, cultural fusions and embracing local folklore and mythical creatures). This helps bridge a gap in the specialized literature on cultural place branding. The study’s originality extends to the analysis of Ecoc Bidbooks as a sum of cultural branding strategies proposed by the candidate cities. Each Bidbook is in fact a cultural vision of the city under optimum financial circumstances, thereby carrying a significant weight in the realm of research. Full article

This study investigates levels of green place image and their association with different types of greenspace by examining residents’ perceptions of urban greenspaces. Place image refers to an individual’s comprehensive perception of a location, formed through various interactions, and it encompasses two distinct aspects: attraction and retention. The former can be established without extensive interaction, while the latter requires deeper physical and psychological connections, such as a sense of place (SOP) and place identity (PI). Although much research on urban greenspaces has concentrated on the retention aspect, focusing on residents’ psychological, physical, social, and environmental engagements, the attraction dimension, including place brand (PB), visual image (VI), and place reputation (PR), has been less explored. This study collected data from 536 on-site surveys across four types of urban greenspaces in Taipei city: small-size greenspaces, neighborhood parks, multipurpose parks, and green corridors, and they were analyzed through factor analysis (FA) and multivariate analysis of variance (MANOVA) using R software (R-4.3.3). The FA identifies two factors and their significant sub-attributes aligning with theoretical findings, i.e., attraction and retention. Further analysis using MANOVA determines that the multipurpose park is the most influential type of greenspace, significantly affecting urban residents’ development of positive green place images. These findings highlight the importance of perceiving urban greenspaces as critical areas for multi-dimensional stakeholders, suggesting a balanced approach to development and management that emphasizes both attraction and retention strategies as well as nature and built facilities. Full article

The numerous organisations voicing their concerns show that concern for the environment has increased compared to earlier times. This study aims to investigate the relationship between green brand innovation and green perceived value, along with its impact on green brand loyalty within the Ethiopian banking sector. Based upon previous research, this study delves into the distinctions between innovation and innovativeness, exploring their respective influences on brand loyalty. Additionally, this study introduces the roles of green perceived value as a mediator and consumer green knowledge as a moderator in shaping green brand loyalty. To assess the conceptual model, a survey was conducted using convenience sampling among 600 customers using internet banking services across nine reputable banks. This approach aimed to capture a representative sample for the conceptual model. Subsequently, data analysis was performed using a structural equation model (SEM). The results indicated that consumers’ perceptions of green value have indirect effects on green brand loyalty and direct effects on green brand innovation. In addition, green knowledge moderates the relationship between green brand innovation and green perceived value in a significant way. Therefore, in order to increase customer loyalty to green brand innovations, organisations should focus on improving consumers’ environmental literacy and cultivating positive attitudes towards green businesses. Full article

Online gaming constitutes an indispensable facet of China’s digital economy, catalyzing consumer discussions on social media platforms. This study employs a comprehensive natural language processing framework, encompassing topic mining, multi-label classification, and sentiment analysis, to evaluate consumers’ psychological perceptions of the risks associated with online games through social media comments. This study identifies 11 distinct perceived risk topics, including “Excessive Temptation”, “Entry Regulation”, and “Culture Implantation”. Numerous comments encompass multiple topics, each infused with diverse emotional inclinations, thus unveiling disparate consumer perspectives. These findings underscore the critical significance of addressing potential perceived risks and mitigating negative consumer emotions for enterprises operating within online gaming. Such measures are pivotal to maintaining a brand image, business reputation, and enduring growth. Furthermore, this study extends valuable insights to regulatory bodies, contributing to enhancing administrative efficiency, safeguarding consumer rights, and fostering a robust and sustainable trajectory within China’s online gaming market. Full article

The objective of this study was to investigate the concept of perceived corporate philanthropy (PCP) among consumers of luxury goods and examine the differences these consumers perceive in terms of philanthropic actions, particularly within the luxury sector. To address this question, we adopted the following approach: (1) Defining the concept of PCP through an extensive analysis of 2590 articles using GEPHI methodology. (2) Developing a measurement scale for the PCP construct. (3) Exploring the impact of PCP on perceived brand authenticity by comparing consumers of luxury hotels and standard hotels. The results of our multigroup analysis indicated a significant difference among consumers. Corporate philanthropic strategies had a notably stronger influence on the perception of PCP among luxury hotel consumers. This finding underscores the substantial divergence within the luxury marketing literature. These consumers seek brands that align with their desire to associate themselves with robust and authentic brands that carry symbolic significance, which allows them to identify and connect with these brands. By consuming these brands, they are able to attain their desired status. This study sheds light on a significant variable in contemporary marketing, namely, PCP, which provides new avenues for differentiation and leverage within the luxury goods industry. As a result, this study provides valuable managerial recommendations to companies and NGOs, aiming to assist them in tailoring their philanthropic strategies to effectively resonate with their target audiences and bolster their brand reputation. Full article

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image. Full article

Sachet water (SW) is a major source of drinking in most Nigerian homes, thus making it a possible conveyance medium for health risks due to contamination if persist rather than for replenishment of the body. This study collected SW from three busy neighborhoods in South-West Nigeria and investigated for the presence of indicator bacteria (Escherichia coli (E. coli), Total Coliform (TC), Total Heterophilic Bacteria (THB), Staphylococcus (Staph)) and some physio-chemical parameters (total dissolved solids (TDS), pH, electrical conductivity (EC), and salinity). Multi-variable and exploratory statistical methods were applied to the results to determine correlations between bacterial contamination levels and perceived brand reputation. Bacteriological tests with raw SW samples appeared too numerous to count (TNC) and thus required serial dilutions. After seven-fold serial dilutions, results obtained revealed that SW brands with good reputations had no TC and E. coli and was statistically significant with groupings of other SW brands (χ² = 12.28; p < 0.05 and χ² = 37.96; p < 0.05). Additionally, SW brands with poor reputations had mean values of TC ($19.7\times {10}^8 \mathrm{cfu}/\mathrm{mL}$; $14\times {10}^8 \mathrm{cfu}/\mathrm{mL} 1.15\times {10}^8 \mathrm{cfu}/\mathrm{mL}$) and E. coli ($18.2\times {10}^8 \mathrm{cfu}/\mathrm{mL}$; $38.7\times {10}^8 \mathrm{cfu}/\mathrm{mL},32.4\times {10}^8 \mathrm{cfu}/\mathrm{mL}$) exceeding the threshold value of zero set by the World Health Organization (WHO). Only one sample from a poor reputation brand tested positive for Staphylococcus and was not statistically significant (χ² = 5.2191; p = 0.074). Principal Component Analysis (PCA)/Factor Analysis (FA) revealed that most of the SW had fecal contamination was the major source. Therefore, this study suggests that periodic cleaning of distribution lines, location-specific treatment, and other quality control (QC) measures should be enforced to reduce water security risk for SW consumption in the region. Full article

Little is known about SMEs’ perceptions of CSR, sustainability, and business ethics, particularly in the fashion industry. We have even less information on the relationship between SMEs’ CSR actions and employer branding. This important knowledge gap is addressed in this study. We intend to focus on how small and medium-sized enterprises that are operating and considered sustainable in the fashion industry interpret the concept of sustainability, corporate social responsibility (CSR), and business ethics, which CSR elements appear in relation to employees, and how they contribute to employer branding. In the course of our qualitative research, we conducted semistructured, in-depth interviews with the owners and managers of 10 European businesses, bearing sustainability in mind. Our results show that the organisational culture and the reputation perceived by a wide range of stakeholders are the most essential elements of employer branding, which promotes employees’ commitment to sustainable fashion enterprises. Full article

“Authentic brand activism” is an under-researched area of study, and it suffers from a clear lack of understanding concerning the effectiveness of its practices. This study aims to assess how consumers’ evaluations of a brand regarding brand reputation, competence, credibility, and benevolence affect consumers’ brand trust and brand loyalty. This research focuses on the Italian brand “Libera Terra” (“Free Land”), an organisation that uses assets confiscated from the mafias for the production of environmentally and socially sustainable agri-food products. Based on a sample of 366 randomly chosen consumers in a supermarket in the urban district of Bologna (Italy), the results show that consumers’ perceptions of brand performance contribute to their perceived levels of brand trust. The brand trust subsequently impacts consumers’ brand loyalty. This research confirms that alignment between an organisation’s values, business practices, and marketing strategies ensures that authentic brand activism is effective, highlighting the need for businesses to consciously adopt brand activism and avoid “woke washing” practices. The theoretical and managerial implications arising from this research are also presented. Full article

The remanufacturing industry can realize sustainability by saving resources and protecting the environment. The remanufactured products have a high similarity with the new products, and how they affect consumers’ evaluation of the new products is an important issue. This paper discusses the relationship between the similarity of remanufactured products and consumers’ willingness to purchase new products, with a mediating effect of perceived quality and a moderating effect of brand reputation. The empirical analysis based on 498 valid samples shows our conclusions below. First, the similarity of remanufactured products has a significant negative impact on the purchase intention of new products. Second, the perceived quality of new products plays a partial mediating role between similarity and purchase intention. Third, brand reputation negatively moderates the relationship between the similarity of remanufactured products and the perceived quality of new products. Furthermore, brand reputation also moderates the mediating effect of the similarity of remanufactured products on the purchase intention of new products through the perceived quality of new products. This paper suggests a new perspective for the research of remanufactured products and provides an important reference for the healthy and sustainable development of recycling and remanufacturing industry. Full article

Domestic food markets are of significant importance to Kosovar and Albanian companies because access to export markets is under-developed, partly as a result of the gaps in food safety and quality standards. Kosovar and Albanian consumers’ use of food safety attributes and their evaluation of the quality of domestic food versus imported food are the research objectives of this study. The paper is based on a structured consumer survey of 300 Kosovars and 349 Albanians analyzing their perceptions of issues related to food safety and quality, measured through two respective batteries of items using a 5-point Likert scale. We used the t-test to identify differences between populations, correlation analysis and the bootstrapping method. Despite the prevalent problems with food safety, consumers in both countries consider domestic food to be safer as well as of higher quality than imported products. Kosovars are more likely than Albanians to perceive domestic food products to be significantly better than imported products. Female and better educated consumers use information related to food safety more often. Expiry date, domestic and local origin, and brand reputation are the most frequently used safety and quality cues for both samples. International food standards such as ISO or HACCP are less frequently used as quality cues by these consumer groups. It is important to strengthen the institutional framework related to food safety and quality following best practices from EU countries. Full article