This paper aims to address the mediating effects of learning orientation on the relationships
between three dimensions (innovativeness, proactiveness, and risk-taking) of …

Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

This study explores the relationships between two central elements of marketing
communication programs—advertising and sales promotions—and their impact on brand …

In recent years, social enterprise issues have developed rapidly both in Taiwan and around
the world. Consequently, social enterprises utilize several different business models and are …

Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …

Özet Bu çalışmanın amacı, sosyal medyada markaları takip eden bireyler açısından marka
bilgisinin (farkındalık ve imaj) pazarlama değişkenleri (tatmin, marka sadakati, WOM ve satın …

Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied
brands. Despite its popularity in practice, there is a paucity of research on co-branding …

Purpose Scholars have paid considerable attention to the importance of brand loyalty of
durable consumer products in developed markets. However, no study has investigated the …