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Enhancing Brand Equity Through Sustainability: Waste Recycling [PDF]
, 2015 Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover ...
Gupta, Suraksha
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The effects of influencer marketing on overall brand equity through brand awareness and customer brand engagement [PDF]
International Journal of Data and Network Science, 2022 This paper focuses on five-star hotels in Jordan to investigate the impact of influencer marketing on overall brand equity. The mediating role played by brand awareness and customer brand engagement between influencer marketing and overall brand
Hussam Ali, Omar Mohammad Ali Alquda
doaj +1 more source
Customer Equity Drivers and Future Sales [PDF]
Journal of Marketing, 2008 Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Despite recent advances in research, the results are still
Vogel, V. +2 more
openaire +6 more sources
Asia Marketing Journal, 2023 As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities.
HaeJin Seo, Linlin Fu, Tae Ho Song
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Structured model Consumer-based Brand Equity based on Promotional-mix elements(Case Study: Food Active Industries of Tehran) [PDF]
تحقیقات بازار یابی نوین, 2014 This paper aims to examine the relationships among Promotional-mix elements and Customer-based Brand Equity. Then, a model is developed to examine the relationships Promotional-mix elements and Customer-based brand equity in Food Industries of Tehran ...
Mehran Rezvani, Siran Mehrnia
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The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia [PDF]
Innovative MarketingDuring collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with
Robertus Basiya +4 more
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ANALISIS EFEK MEDIASI CUSTOMER EQUITY ATAS PENGARUH CUSTOMER RELATIONSHIP MARKETING DAN CUSTOMER SATISFACTION TERHADAP BRAND EQUITY [PDF]
, 2013 Customer service quality in the banking industry, especially private banking is a competitive advantage to survive amid fierce competition. The type of product that is almost similar to its competitors means that a bank must have a strong point in ...
Sitorus, Tigor +3 more
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CUSTEQUITY scale: Measurement and validation in Indian banking sector
Cogent Business & Management, 2017 Purpose: This paper seeks to further the understanding of the domain of the customer equity construct, in developing country context. Building on their framework, a modified and extended construct (CUSTEQUITY), using systematic scale development ...
Hardeep Chahal, Renu Bala
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Organizations and Markets in Emerging Economies, 2012 This study adds to the knowledge of budget allocation for customer acquisition and retention spending in an inertia segment. The results indicate that when retention spending surpassed the optimal budget allocation, increased spending did not grow the ...
Hsiu-Yuan Tsao +2 more
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Kvalita Inovácia Prosperita, 2017 Purpose: Many advanced discount stores could not reach the certain growth level due to cultural differences and their marketing strategies that have failed to adopt in local market environment.
Insu Cho, Yong Soo Jang
doaj +1 more source