The Impact Of Brand Equity On Brand Loyalty: The Mediating Role Of Customer Satisfaction
The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand Read More »
Is Cause-related Marketing Green-Washing?
Cause-related marketing (CrM) is an increasingly applied marketing tool where the product purchase leads to a target-oriented donation regarding a designated cause promoted on the product by label. Read More »
Author: Nina Langen, Carola Grebitus, Monika Hartmann
Contributor: eb™ Research Team
Brand Positioning Through Celebrity Endorsement - A Review Contribution To Brand Literature
The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring Read More »
Linking Corporate Logo, Corporate Image, And Reputation: An Examination Of Consumer Perceptions In
This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the Read More »
Author: Pantea Foroudi, T.C. Melewar, Suraksha Gupta
Contributor: eb™ Research Team
Law, Business Strategy, And Social Change In The Global Environment
In this article, we examine the dynamic relationship between law, economics, and sustainability. Increased legal regulation is not a sufficient condition for the mitigation of economic and social Read More »
Author: Evan Peterson, Carletta Griffin, Gregory Ulferts, Terry Howard
Contributor: eb™ Research Team
