Scholars are interested in exploring strategies for better business-to-business (B2B) brand management because several strategic benefits of having a stronger B2B brand have been revealed. Contributing to this stream of research, this dissertation applies the concept of multiple strategic orientations for the purpose of improving B2B branding. The collective role of the brand, market and entrep...

Abstract Despite the growing attention brand credibility attracts in recent marketing literature, little is known about of place brands and their relationship with consumers’ loyalty. The present study builds on signalling attachment theory to investigate whether credible affect formation, subsequent word mouth (WOM) intention return. Survey data from an Alpine winter sport destination reveal t...

A brand is comprised of a name, term, sign, or symbol, any combination these, that attempts to represent the unique benefits company can provide consumers through specific product service, in terms attributes, value, and culture, particular service (Kotler, 1997).

Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in competitive market. This study investigates impact customers’ CSR perceptions on their purchase intentions as mediated by brand equity, credibility, and reputation order identify benefits integration for business development. The employs a quantitative approach collect dat...