...Fereshteh Zihagh; Masoud Moradi; Vishag Badrinarayanan Purpose Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings. Design/methodology/approach A Python-based Web...

... green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services. Design/methodology/approach Data were collected using an online survey from 826 Chinese consumers. Structural...

...Ilaria Baghi; Veronica Gabrielli Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two...