Validation Of A Conscientious Corporate Brand Framework - A Turkish Study
This study tests a construct of Conscientious Corporate Brand (herein after called CCB) introduced by Rindell et al. (2011). It assesses the dimensions of environmental and climate change issues, and Read More »
Author: Göran Svensson, Tore Mysen
Contributor: Turker Bas, Fahri Erenel, Arzu Ulgen Aydinlik eb™ Research Team
Developing A Scale For Brand Competitive Positioning: A Study In The Home Appliance Industry
Purpose-The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, Read More »
Author: Majid Mohammad Shafiee, Effat Sadat Mahboobi Renani, Seyed Fathollah Amiri Aghdaie, Azarnoush Ansari
Contributor: eb™ Research Team
A New Consumer Relationship Model: The Marketing Communications Application
The article investigates empowered consumer behavior and explores its evolutionary nature and contemporary contexts in developed countries. Through a comprehensive literature review multi perspective Read More »
Analysis Of Mediation Effect Of Country-of-origin Image On Brand Equity
Marketers are required to study consumer psyche for the development of sustainable competitive advantage over other brands. One of the most significant challenges for marketing professionals is the Read More »
The Role Of Ideology In Brand Strategy: The Case Of A Food Retail Company In Italy
Purpose This paper aims to study the role of ideology in brand strategy with reference to large-scale food retailing. By means of a thorough case study investigation of highly ideology-focused food Read More »
