Many companies have developed a green marketing strategy, aimed at promoting and
selling green environmental products. While the majority of articles on this topic report on …

In Korea, traditional retail districts face a serious situation whereby businesses in downtown
areas face collapsing as local population declines: resulting in a decrease in self-employed …

Aim/purpose–This article presents the results of research referring to Keller's brand equity
concept. The fundamental objective of the research was to examine the influence of brand …

Purpose Reaching customer satisfaction and brand loyalty in a business-to-business setting
is still an area of rising interest to both researchers and practitioners. Compared to consumer …

Purpose The purposes of the study are to investigate the role of brand experience in the
generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the …

Purpose Establishing thought leadership by disseminating relevant digital content through
social media has become one of the main priorities for marketers in business-to-business …

The importance of industrial brand equity in the business-to-business (B2B) marketplace
has seen a considerable surge in the last decade, emphasizing its crucial role in shaping …

Purpose Though extant literature has identified goods-based brand image (GBBI) and
services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their …

Purpose This study aims to examine the relationship between brand personality and
customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand …

Purpose Previous research has shown that business-to-business (B2B) brand image has
positive effects on customer loyalty. However, the results have been inconsistent because …