Corporate and social responsibility are continuously competing to share a common platform to address a new form of green consumerism that the eco-educated millennial generation can appreciate. Green marketing acts as bridge connecting the corporate, environment and consumers. Business organizations have begun to respond to social expectations of consumers by opting for holistic environmental st...

a r t i c l e i n f o Keywords: Customer–brand identification Company identity Brand identity Social identity Brand loyalty This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. Th...

The study attempted to look at the influence of individual factors (creative behavior and practical intelligence), process factors (participation in decision making and quality of communication) and context factors (trust in management and history of change) on employee readiness for change to transformational changes. Commitment to change and its three dimensions- affective, continuance and no...

brand equity is one of the most important and best known in the field of marketing and brand concepts. each of marketing activities affects on brand equity and due to a variety of promotional activities they can be divided into two categories of media and non-media activities. brand equity is affected by its constituent per aker model and this is a test to find the effect of media and non-media...

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

BACKGROUND The sensory belief that 'light/low tar' cigarettes are smoother can also influence the belief that 'light/low tar' cigarettes are less harmful. However, the 'light' concept is one of several factors influencing beliefs. No studies have examined the impact of the sensory belief about one's own brand of cigarettes on perceptions of harm. OBJECTIVE The current study examines whether a...

The research was aimed at determining the mediation’s influence of customer value in relationship Media Social Marketing Brand Equity. methods used were descriptive-associative and cluster sampling method. Spreading out questionnaires to 390 respondents who costumers local fashion brand Mayoutfit Sukabumi City. technique analysing data Structural Equation Modelling analysis assisted by AMOS Ver...

We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the presence of art has a positive influence on brand image (via a transfer of luxury perceptions from art onto t...

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many cr...