Search

While researchers have shown notable interest in influencer marketing for promoting customer-brand relationships, its impact on customer equity and, in turn, purchase intention warrants further investigation. This study explores how influencers' quantitative metrics—including the number of "likes," "comments," and "shares"—displayed on their content affect purchase intentions through perceived message authenticity and customer equity. The data were gathered from 432 Facebook customers and analyzed by partial least squares structural equation modeling (PLS-SEM). The findings revealed that the number of "likes," "shares," and "comments" directly influences perceived message authenticity and indirectly influences customer equity drivers (including value equity, brand equity, and relationship equity) through perceived message authenticity. Customer equity drivers significantly influence purchase intention and mediate the effect of perceived message authenticity on purchase intention. This study is one of the few that focuses on demonstrating the relationship process through which influencers' interactive content shapes customer equity and purchase intention. It extends the influencer marketing literature by adding new empirical evidence regarding the significant role of influencer marketing in maintaining customer-brand relationships, which receives a wide interest from researchers, practitioners, and social media marketers. [ABSTRACT FROM AUTHOR]

A mediation model of the interplay between customer-based destination brand equity and destination marketing in domestic tourists' satisfaction during a prolonged crisis is presented. The cross-sectional deductive study analyses data from n = 400 South African domestic tourists. The findings clarify destination marketing's direct positive effect on customer-based destination brand equity and domestic tourist satisfaction. Significantly, customer-based destination brand equity is an explanatory mechanism in destination marketing's influence on domestic tourists' satisfaction. This study contributes to the burgeoning but still limited knowledge of the role of destination marketing and destination-oriented brand equity in domestic tourists' responsive behavior amid crises. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention. [ABSTRACT FROM AUTHOR]

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity. [ABSTRACT FROM AUTHOR]

Companies increasingly develop green marketing functions and target green consumer segments since "green issues" have become mainstream. This study evaluates the influence of consumers' perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges. [ABSTRACT FROM AUTHOR]

Companies build strong employer brands to attract, motivate, and retain employees in crises, as it necessitates engagement and building relations with recruits. This study explores the application of gamification to employer branding and recruitment by analyzing organizational objectives for gamification. Game objectives were gamification-, recruitment-, and employer branding-related. We adopted a text analytics methodology and collected data—users' reviews (from Glassdoor and Google PlayStore) about the games they played during recruitment. The reviews showed positive and negative sentiments. We apply GAMEFULQUEST, including three components—immersion-related, achievement-related, and social-related—based on self-determination theory and related them to employer brand equity and employer brand engagement. [ABSTRACT FROM AUTHOR]

The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors influencing tourist destination visit intention calls for further investigation of how tourist evaluates available destination. Using the opinions of 338 UAE nationals and a partial least squares-structural equation modeling (PLS) approach, this study empirically examines the impact of destination brand equity (i.e. destination brand image, destination brand awareness, destination brand loyalty and destination brand quality) and destination brand authenticity (Continuity, Credibility, Integrity, Symbolism) on tourists' intention to visit. The results revealed that both the constructs (i.e. destination brand equity and destination brand authenticity) significantly influence tourists' destination visit intention. The current study aims to address a vexing question of making a good memory of the tourists' destination and bringing more unexpected positive experiences. This study further provides some theoretical and managerial implications for the improvement of the tourism industry. [ABSTRACT FROM AUTHOR]