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Materias / palabras clave: Brand name products; Social networks; Producto; Marketing; Redes sociales

Materias / palabras clave: Branding (Marketing); Imagen de marca (Mercadotecnia); Internet marketing; Mercadeo por internet

Materias / palabras clave: Branding (Marketing); Trademarks; Advertising; Marketing; Marcas; Publicidad

Materias / palabras clave: Branding (Marketing); Psychological aspects; Consumer behavior; Marcas comerciales; Aspectos psicológicos; Consumo; Aspectos sociológicos

Materias / palabras clave: Imagen corporativa; Corporate image; Construcción de marca (Marketing); Branding (Marketing); Marcas de fábrica; Trademarks; Sonido; Sound

En el contexto de la “audificación” y el creciente protagonismo del sonido, el podcastse ha convertido en una herramienta poderosa para las marcas. Este artículo tiene por objetivo describir y analizar el uso del b...

This study explains how consumers form attitudes toward sustainable fashion line extensions by integrating Brand Extension Theory (BET) with the Theory of Planned Behavior (TPB). Using survey data from 786 consumers in P...

Stereotypes profoundly influence communication dynamics, particularly within the intricate relationship between a brand and its consumers. This study explores the intersection of "Country-of-Origin" stereotypes and their...

Brand equity has a profound impact on the pricing and sales of consumer products and services. Inspired by existing literature on customer-based brand equity in various domains, this study examines brand awareness (a dim...

Materias / palabras clave: Brandeis, Louis; Warren, Samuel; Crítica e interpretación; Derecho a la intimidad

Materias / palabras clave: Responsabilidad social de la empresa; Marcas comerciales; Social responsibility of business; Trademarks

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challen...

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relations...

Orientation: Brand awareness (BAW) and brand association (BASS) are important aspects in driving brand resonance (BR) to improve loyalty. Research purpose: This study examines how BR fosters customer loyalty (CL) among...

A study was carried out to evaluate preferences for two cuts, four countries of origin, two forms of presentation, brand and different prices of beef cattle among supermarket buyers in southern Chile, and to distinguish ...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

The aim of this article is to evaluate the effectiveness of gamification marketing strategies in territory branding and to determine their impact on consumer behavior. It has been established that one of the key challeng...

The competition of cosmetics industry demands companies to increase customer engagement of the products. Customer engagement is a process that involves physical presence , cognitive and emotional that are confronted by h...

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, ma...

INTRODUCTION. As part of the “Belt and Road” Initiative, which promotes cultural and industrial exchange between China, Russia and the CIS countries, automobile brands from Guangxi use regional cultural characteristi...

In the contemporary landscape of global economic development, branding has evolved into one of the most critical strategic tools for ensuring long-term competitiveness. A brand no longer serves merely as a symbolic ident...

INTRODUCTION. The relevance of the research is due to the growing competition between territories for the attention of tourists and the redistribution of tourist flows, in particular within the framework of the emerging ...