The role of social media engagement in building relationship quality and brand performance in higher education marketing
Sign Up to like & getrecommendations! Published in 2023 at "International Journal of Educational Management"
DOI: 10.1108/ijem-08-2022-0315
Abstract: PurposeSocial media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality… read more here.
Keywords: brand; brand performance; relationship quality; media engagement ... See more keywords
Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Indian Business Research"
DOI: 10.1108/jibr-06-2019-0201
Abstract: Purpose This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies. Design/methodology/approach The corporate social responsibility (CSR) practices have been measured through CSR… read more here.
Keywords: csr; corporate brand; csr disclosure; brand performance ... See more keywords
The strategic hybrid orientation and brand performance of B2B SMEs
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Small Business and Enterprise Development"
DOI: 10.1108/jsbed-11-2016-0171
Abstract: Purpose The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B)… read more here.
Keywords: strategic hybrid; b2b; hybrid orientation; brand performance ... See more keywords