Results 131 to 140 of about 9,015 (304)
THE BRAND EQUITY OF TOURISTIC DESTINATIONS - THE MEANING OF THE VALUE [PDF]
In today's global economy, each place competes with other places for economic benefits. Destination has become a product that has to be promoted and sold in the most advantageous terms.
Silaghi Simona +2 more
core
Capitalizing on B2B brand equity: a supply chain perspective
PurposeBrand equity is an important firm resource that signals the strength of a business in a marketplace of imperfect information. As a result, this concept has been well theorized in marketing theory and practice as a tool for influencing customer ...
Dawson, Altricia +4 more
core +1 more source
A mixed method study of airline brand equity [PDF]
, 2012 This research investigates airline brand equity in a sequential, mixed method study. The initial, exploratory study undertaken with the focus groups identified relevant issues that influence airline brand equity.
Nakaprasit, Ayudh
core
The Influence of Social Media Communication Towards Customer-Based Brand Equity on Netflix
International Research Journal of Business StudiesThis study aims to analyze how social media communication seen from user-generated content, firm-generated content, and distribution intensity affects customer-based brand equity on Netflix. Respondents in the study were 321 Netflix subscribers.
Laila Febriyuni Eka Putri, Popy Rufaidah
doaj +1 more source
A Universal and Actionable Measure of Corporate Sustainability for Strategic Decision Making
Business Strategy and the Environment, EarlyView.ABSTRACT Managers require a universal, comparable, and decision‐useful measure of corporate sustainability that can reliably inform business strategy, yet such a tool remains absent in the literature and current practice. This paper introduces a comprehensive and operational metric—grounded in Goertz's Basic Framework for developing social science ...
Mariapia Pazienza +2 more
wiley +1 more source
Applying marketing’s new dominant logic for interpreting customer experiences with brands
, 2010 The concept of customer experience is evolving to an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains ...
Lim, L +3 more
core
Measuring Customer Based Brand Equity (CBBE) Of Mobile Phone Brands In Ethiopia
, 2018 The purpose of this study was to Measure Customer Based Brand Equity (CBBE) in Ethiopian Mobile Phone Market. The study used determinants of Customer Based Brand Equity model proposed by Aaker (1991). The study focused on four determinants namely: Perceived quality, Brand Awareness, Brand Association, Brand Loyalty. As the number of Mobile Phone brands
openaire +2 more sources
Strategic Impact of EU Taxonomy on Pharmaceutical Firms' Performance
Business Strategy and the Environment, EarlyView.ABSTRACT Sustainability has become a central concern in economic policy and corporate governance, increasingly formalised through regulatory frameworks of the European Union (EU). The European Commission has published the EU Taxonomy, which allows economic activities and their contribution to sustainability to be analysed, taking into account ...
Alicia Ramírez‐Orellana +3 more
wiley +1 more source
Influence of Brand Name in Variety Seeking Behavior of Consumers: An Empirical Analysis [PDF]
The variety-seeking behavior and the brand choice among the consumers have been discussed extensively in the previous research contributions from the stochastic point of view.
Rajagopal
core
The Influence of Corporate Sustainability Rating Methodology on Disclosure Behavior
Business Strategy and the Environment, EarlyView.ABSTRACT The rise of environmental, social, and governance (ESG) investing has illuminated long‐standing concerns over the ability for sustainability rating schemes to accurately convey sustainability‐related performance of firms. This study theorizes and empirically examines how a detailed and transparent rating methodology influences what information
Patrick J. Callery
wiley +1 more source