Corporate brand with respect to market competitiveness of goods and services

Lučić, Jovan M.; Radnović, Branislav

doi:10.5937/poseko1502385l

Cited by 2 publications

(1 citation statement)

References 1 publication

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“…The level of corporate performance is also derived from the attractiveness of the CSR image to customers, investors, and other stakeholders. Therefore, companies should shape their corporate image based on CSR [44] to enhance their corporate value and market competitiveness [45].…”

Section: Corporate Imagementioning

confidence: 99%

How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Zhang

Yang

et al. 2023

Sustainability

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Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of multinational enterprises’ green marketing behavior on Chinese consumers’ green consumption willingness. Through reviewing the related theories and deeply analyzing multinational corporations’ CSR, a theoretical model of multinational corporations’ CSR and consumer purchase intention has been built in this paper based on consumers’ perceptions. The paper provides empirical research on the multinational corporations’ CSR, corporate image, consumer ambivalence, and purchase intention, and offers a hypothesis of the relationship between the four. Consumer ethnocentrism can significantly negatively regulate the relationship between corporate image and consumers’ willingness to buy and further negatively regulate the process of establishing the corporate social responsibility system of multinational corporations.

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Section: Corporate Imagementioning

confidence: 99%

How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Zhang

Yang

et al. 2023

Sustainability

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Creating brand market value

Brzaković

2019

Anali Ekon fak Subotica

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Универзитет Привредна академија у Новом Саду, Факултет за примењени менаџмент, економију и финансије, Београд Сажетак: Бренд представља вредну неопипљиву имовину и један од најважнијих ресурса, који нуди низ користи, и зато се бренд мора константно изграђивати и њиме се мора пажљиво управљати. Компаније маркетиншким активностима настоје да створе снажан и препознатљив бренд, који је заправо нешто што почива у умовима купаца. Стварање бренда подразумева низ активности на осмишљавању елемената бренда, јединственог заштитног знака, карактеристичних пропагандних порука и осталих активности у циљу позиционирања бренда на тржишту. Циљ процеса стварања тржишне вредности бренда јесте максимално могуће увећање његове вредности. Три најзначајнија модела у процесу планирања и изградње бренда јесу модел позиционирања бренда, модел одјекивања бренда и модел ланца вредности бренда. Кључне речи: бренд, стварање бренда, модели креирања бренда, тржишна вредност бренда

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Corporate brand with respect to market competitiveness of goods and services

Cited by 2 publications

References 1 publication

How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence

Creating brand market value

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