With the advent of the digital economy era, the relationship between consumers and brands
is changing. The mode of marketing, especially the paradigm of brand management, also …

Purpose Various studies dealing with brand orientation were analysed to discuss how the
issues identified in this area have been relating over time. This paper aims to identify the key …

In the paper, the authors analysed the approaches to define a green brand. Using the
Google Trends, they proved that the terms' green brand'is more appropriate …

Purpose The purpose of this paper is to investigate the impact of e-marketing orientation
(EMO) on strategic business performance (SBP) in presence of e-trust. Design/methodology …

The era of IR 4.0 leads to myriad challenges to business performance, including small
businesses. Small businesses play critical concerns in internal and external market …

Purpose This study aims to facilitate the understanding of brand building among
owners/managers of SMEs by highlighting the relationships among the multidimensionality …

This study aims to investigate the impact of e-marketing orientation and e-marketing
capabilities on sustainable business performance through e-customer relationship …

В статье представлены результаты анализа трёх основных стратегий, входящих в
систему управления брендом. Управление брендом предполагает разработку …

In Romania, the pandemic and post-pandemic effects, coupled with the nearly 80% increase
in internet service penetration, have led to an extraordinary acceleration of e-commerce …

The goal of this research was to discover the role that digital marketing plays in the success
of businesses in Hyderabad, India." Digital marketing orientation, perceived relative …