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Publications
Publications (28)
A path model is tested in an endeavor to explain the relationship among brand orientation, internal branding and brand performance in small and medium-sized enterprises (SMEs) pre, during and post COVID-19 pandemic. A questionnaire-based survey was conducted to collect data from Egyptian SMEs. PLS-SEM was used to test proposed hypotheses of the stu...
Internal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding's Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data w...
Purpose
Scholars and practitioners alike are paying attention to entrepreneurial orientation (EO) as an antecedent of the financial performance of SMEs. Other factors foster and improve SMEs' financial performance. This paper aims to shed the light on other two different strategic orientations that may help enhance SMEs' financial performance in ad...
Cities and places had been progressively being marketed as brands by using the concept of ‘City Branding', which is a unique idea. The scholars of ‘City Branding’ believed that the concept of branding helps the city in marketing activities. A city metaphorically could be seen as an entity given the advantage of displaying its visual characteristics...
Purpose: This study aims to examine the roles of green internal branding and green inter-functional coordination in the relationship between green brand orientation and brand performance in selected Egyptian rms.
Design/methodology/approach: A conceptual model linking the study variables is developed. To test the model, a questionnaire-based survey...
The aim of this conceptual paper is to examine the culture of brand orientation and its impact on brand performance during COVID-19 pandemic. This paper addresses the research gap in corporate culture and branding literature regarding the roles of brand orientations, internal branding and brand performance. It is suggested that brand orientation ca...
Purpose
This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments.
Design/methodology/approach
A self-adm...
This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behavior is becoming important in a consumption-based economy. A self-administe...
This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behaviour is becoming important in a consumption-based economy. A self-administ...
Tourists’ perceptions of risk with travel destination are one of the key determinants of their decision-making in revisiting a destination. Despite the importance of the subject in tourism literature, a few attempts have been made to focus on the effects of tourist risk perceptions on revisit intentions. Moreover, a theoretical foundation is still...
Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is paucity of empirical studies on corporate identity from...
This study investigates the relationship between ethical ideologies, Machiavellianism,
perceived ethical problem, gender and ethical intention. The results from a
survey of students in marketing classes from an Australian university branch campus in
Malaysia revealed that relativism and Machiavellianism have negative impact on
ethical intention of...
Abstract
Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on
brand loyalty, value consciousness and brand consciousness.
Design/methodology/approach – A self-administered questionnaire was developed and administered to a
convenience sample of 346 undergraduate students
Findings – The findings of...
Corporate identity management (CIM) in universities has been acknowledged in marketing literature as an important area of research. Research within the current spectrum of CIM indicates some ambiguities surrounding corporate identity in higher education. However, very few studies are available in the field of corporate identity within universities....
Previous research has demonstrated the direct relationship between parents' education, parents' expectation and encouragement and college choice decision; however, study on the possibility of variables having a mediating role on college choice decision has yet to be investigated. This paper attempts to address this knowledge gap and seeks to serve...
This study seeks to test a research framework designed to explain the direct effects of brand love, image and personality upon word of mouth in different two contexts. Using data collected from two different countries (United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor analysis....
This study seeks to test a research framework designed to explain the direct effects of fashion brand love, image and excitement upon word of mouth in two different contexts. Using data collected from two different countries (the United Kingdom and Switzerland), the survey instrument was tested for reliability and validity using confirmatory factor...
Corporate communication received great attention from scholars and the business community more than 40 years ago due to changes in global business environments. Many scholars believe there are influences of corporate communication management (CCM) on organisational performance, yet there is a paucity of studies on the validation of this theoretical...
This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-...
Purpose
– Researchers have been focusing on the predictors of expatriates adjustment and job performance at different levels (individual level, organizational level, and societal level) but still some of the predictors have been ignored or unclear in the expatriate literature. The purpose of this paper is to examine the effects of personality trait...
Purpose
The purpose of this study is to examine the mediating effects of expatriate adjustment (work, general and interaction) between individual (previous international experience, self‐efficacy, social network and cultural sensitivity) and organizational factor (direct and indirect support) and job performance.
Design/methodology/approach
The da...
Purpose
The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. Therefore, this study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience.
Design/methodology/approach
The netnography method is...
Purpose
Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not...
The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analys...
The concept of customer experience is evolving to an ever more imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept is receiving in the literature, the explanation of customer experiences remains vague and a thorough theoretical foundation is lacking. This paper addresses this gap...
Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experienc...
Questions
Questions (5)
Can you please suggest some tutorials on fsQCA?
Structural Equation Modelling using smartPLS
Seeking research project team..