Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates interviews, observations, workshops document analysis two fast-growing B2B selling industrial equipment manufacturers personality. Finding...

Tourism organizations need to adapt marketing innovation in organizing their affairs and following up on employees, not neglecting the role of guidance counseling, enjoying certain characteristics policies. Therefore, this study explores impact sustainable tourism brand building. It basically identifies extent culture organization, The adopted questionnaire as a measurement tool measure percept...

Social commerce enables companies to promote their brands and products on online social platforms. Companies can, for instance, create brand pages on social networking sites to develop consumer–brand relationships. In such circumstances, how to build consumers’ brand loyalty becomes a critical concern. To address this, we draw upon the relationship quality perspective to suggest that brand loya...

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...