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Monicah Mugambi, Robert Obuba
Pág. 81 - 88
AbstractMany internal and external factors influence consumer decision-making when it comes to the purchase and use of various products and services. The attributes of the product itself, the brand, and the container in which it is encased is the most im...
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Dafnis N. Coudounaris, Peter Björk, Tõnis Mets, Rustam Asadli and Andreea I. Bujac
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In...
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Naveed Ahmad, Aqeel Ahmad and Irfan Siddique
The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid ob...
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Yi Zheng, Yaoqun Xu and Zeguo Qiu
Blockchain technology has brought about profound revolutions in supply chain management. Notably, in the agricultural sector, blockchain-based traceability has become an essential tool to maintain the safety and quality of farm commodities. However, the ...
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Sibel Kapan and Efnan Sora Gunal
In phishing attack detection, machine learning-based approaches are more effective than simple blacklisting strategies, as they can adapt to new types of attacks and do not require manual updates. However, for these approaches, the choice of features and...
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Claudio Bellia, Pietro Columba and Marzia Ingrassia
This is the first study on the brand?land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand a...
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Sanjay Mathrani and Sara Diaa Eldin Ibrahim
Cultural inclusion generates a positive impact by socially increasing pride for individuals or economically increasing a country?s global capital. Currently, in New Zealand (NZ), not many strategies exist that ensure inclusion of culture in new products ...
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António Cardoso, Auguste Paulauskaite, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva and Galvão Meirinhos
In this study, Airbnb?s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship ...
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Simone Blanc, Valentina Maria Merlino, Alice Versino, Giulia Mastromonaco, Antonina Sparacino, Stefano Massaglia and Danielle Borra
Background: This research investigates the web-based communication and promotion strategies applied by a sample of selected chocolatiers in Piedmont, a region in the northwest of Italy known for its ancient chocolate-making tradition. Methods: the AGIL s...
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Linda Saulite and Deniss ?ceulovs
While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media br...
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