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Environmental awareness continues to rise, prompting firms to utilise green marketing (GM) and corporate social responsibility (CSR) to influence consumers’ purchase intention (PI). Grounded in the stimulus–organism–response framework, this study explains how sustainability-related cues (GM and CSR) shape brand image (BI) and subsequently PI within Vietnam’s coffee market. Based onContinue Reading

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Brand image distinguishes a company, product, or service from others, making it an asset worth investing in. Recognizing the key themes related to brand image is essential for fostering collaboration and ensuring that research progresses toward desired goals. Therefore, this bibliometric study’s objective was to uncover global research trends onContinue Reading

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This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitativeContinue Reading

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The objective of this study is to investigate the relationships between brand image (BI), brand personality (BP), and brand loyalty (BL) of local automobile brands in Malaysia and determine the mediating effects of brand trust (BT) on the relationships between brand personality (BP) and brand loyalty. This study was carriedContinue Reading