The spread of coronavirus disease around the world has had an immense impact on most
economic sectors. Yet amid the turmoil and chaos from the worldwide pandemic, one …

Negative customer engagement (NCE) has received little research attention. The effect of
NCE on market-based assets (ie brand equity) and firm performance remains a particularly …

This research examines how unobservable product quality and information value can be
signaled by third-party organization (TPO) endorsement. Furthermore, it explores how TPO …

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 sha** …

Advertising is crucial in influencing customers' perceptions and purchase intentions, and
numerous studies have investigated whether advertising expenditure has any significant …

Over the years several studies have reported a significant waste of advertising budget, a
finding which calls for strategies to increase advertising efficiency. While some factors, such …

Advertising, which has traditionally played an ancillary role in B2B firms' marketing efforts,
gains momentum, with firms' spending levels steadily increasing and recent research …

Purpose The main goal of this paper is to study the specific characteristics of the
performance of companies in the metallurgical sector, in the northern region of Portugal …

This study investigates the effect of advertising on corporate cash holdings. Using a
comprehensive sample of Chinese listed firms from the 2011–2022 period, we find that …

Purpose The purpose of the paper is to empirically explore the economic effect of
advertising spending on the performance of banks on a sample consisting of all banks listed …