Highlights in Business Economics and Management,
Journal Year:
2023,
Volume and Issue:
23, P. 832 - 837
Published: Dec. 29, 2023
This
article
delves
into
marketing
strategies
aimed
at
boosting
sales
for
sports
brands,
with
a
specific
focus
on
Lululemon,
prominent
international
brand,
as
case
study.
Through
an
in-depth
analysis
of
Lululemon's
historical
challenges
and
subsequent
improvements,
we
aim
to
glean
valuable
insights
effective
applicable
the
brand
industry.
like
many
other
has
faced
its
fair
share
obstacles.
These
often
encompass
market
competition,
changing
consumer
preferences,
need
innovative
approaches
stay
relevant.
By
examining
how
Lululemon
addressed
these
issues,
can
distill
practical
lessons
in
marketing.
Furthermore,
this
study
serves
source
inspiration
developing
distinctive
strategies.
We
will
explore
various
aspects
marketing,
from
branding
product
development
engagement
positioning.
comprehensive
help
identify
key
areas
where
brands
fine-tune
their
enhance
recognition.
In
era
ever-evolving
demands
fierce
dynamics,
must
remain
adaptable
efforts.
seeks
provide
actionable
recommendations
that
empower
including
navigate
competitive
landscape
effectively
thrive
Purpose
Increasingly,
brands
are
using
social
media
to
attract
consumers.
However,
it
is
not
clear
how
activities
influence
To
address
this,
the
study
examines
role
of
marketing
(SMM)
on
consumer-based
brand
equity
and
continued
usage
intentions.
The
also
moderating
education.
Design/methodology/approach
utilized
(CBBE)
stimulus
organism
response
(SOR)
theories
develop
a
conceptual
model.
SMM
were
used
as
stimulus,
whereas
intentions
response.
Also,
elements
CBBE
organisms.
A
survey-based
questionnaire
approach
was
collect
data
from
326
collected
analysed
structural
equation
modelling.
Findings
Results
indicate
that
associated
with
CBBE.
shape
results
multigroup
analysis
suggest
differences
among
three
groups
respect
their
education
level.
study’s
findings
enable
managers
understand
behaviour
customers
provide
guidelines
manage
activities.
Originality/value
first
empirically
test
effects
behaviour.
show
strongly
shapes
intention
purchase
brands.
contribute
literature
activities,
offer
novel
managerial
implications.
Brain and Behavior,
Journal Year:
2024,
Volume and Issue:
14(6)
Published: June 1, 2024
Abstract
Introduction
This
study
investigates
the
determinants
impacting
consumer
purchasing
behavior.
Methods
Utilizing
multidimensional
planned
behavior
theory
alongside
measures
of
brand
awareness
and
green
awareness,
this
examines
mediating
role
theory.
Empirical
data
were
gathered
through
a
survey
conducted
among
Generation
Z
university
students,
yielding
638
responses.
Analysis
was
performed
on
590
valid
Results
Findings
indicate
that
marketing
initiatives
positively
influence
consumers’
purchase
intentions.
Subdimensions
(TPB),
namely,
attitude,
subjective
norms,
perceived
behavioral
control,
serve
to
strengthen
these
relationships
mediate
interaction
process.
Conclusion
contributes
novel
insights
burgeoning
field
literature,
offering
structural
model
for
firms
policymakers.
It
suggests
companies
can
effectively
engage
in
informal
education
efforts,
thereby
influencing
decisions
via
Moreover,
such
activities
foster
an
increase
providing
with
opportunity
promote
conscious
The
study's
utilization
TPB
is
both
timely
original,
particularly
its
alignment
United
Nations
2030
Sustainable
Development
Goals.
BMC Psychology,
Journal Year:
2025,
Volume and Issue:
13(1)
Published: March 9, 2025
In
recent
years,
the
rising
concern
for
environmental
sustainability
has
reshaped
consumer
preferences,
driving
a
growing
interest
in
eco-friendly
products.
Green
advertising,
which
promotes
products
based
on
their
benefits,
emerged
as
powerful
tool
influencing
intentions
and
encouraging
sustainable
choices.
advertising
transformative
impacts
buying
intention
of
consumers
towards
green
products,
this
leads
to
advancement
economic
sustainability.
This
study
explorese
impact
knowledge
consumers'
purchase
addressing
critical
gap
understanding
psychological
factors
that
drive
behavior.
Additionally,
discusses
role
eco-branding,
eco-labelling,
innovativeness
moderators
product
purchase.
The
data
was
collected
from
512
Chinese
individuals
employed
structural
equation
model
empirical
analysis.
Our
findings
reveal
significant
positive
influence
buy
with
amplifying
effect.
such
further
enhance
inclination
purchases.
These
insights
highlight
importance
integrating
educational
elements
into
strategies
suggest
companies
should
invest
eco-labelling
branding
reinforce
trust
engagement
carry
implications
refining
strategies,
suggesting
increased
investments
both
production
initiatives.
Sustainability,
Journal Year:
2024,
Volume and Issue:
16(14), P. 5916 - 5916
Published: July 11, 2024
This
study
explores
the
impact
of
social
media
marketing
activities
and
ESG
green
brand
involvement
on
repurchase
intention
products
among
members
Taiwan’s
product
groups.
Using
Theory
Reasoned
Action,
employs
a
quantitative
approach,
collecting
data
through
an
online
survey
from
438
valid
responses.
Structural
equation
modeling
(SEM)
was
applied
to
analyze
relationships
between
(independent
variable),
values,
environmental
concerns,
image,
(mediating
variables),
(dependent
variable).
The
findings
reveal
that
significantly
enhance
which
positively
influence
involvement.
Brand
mediates
relationship
intention.
confirms
effective
can
strengthen
consumer
loyalty
intentions
for
products.
suggests
companies
should
integrate
image
into
their
strategies
engagement
intentions.
Leveraging
influencers
interactive
content
effectively
promote
foster
culture
sustainability,
creating
win–win
situation
companies,
consumers,
environment.
research
contributes
literature
by
highlighting
mediating
roles
in
It
provides
practical
insights
aiming
targeted
initiatives,
illustrating
strategic
use
boost
sustainable
consumption.
Advances in marketing, customer relationship management, and e-services book series,
Journal Year:
2025,
Volume and Issue:
unknown, P. 325 - 342
Published: Jan. 17, 2025
In
the
face
of
growing
environmental
concerns,
such
as
global
warming,
climate
change,
and
pollution,
conscious
consumerism
sustainable
consumption
have
emerged
critical
imperatives.
These
challenges
prompted
businesses
to
adopt
green
marketing—an
eco-friendly
approach
marketing
mix
that
addresses
both
consumer
concerns
impact.
Green
is
increasingly
recognized
in
developed
countries,
but
it
has
recently
gained
traction
developing
nations
like
India.
This
shift
focus
also
sparked
a
trend
influencer
marketing,
where
brands
partner
with
prominent
vloggers
promote
products
on
social
media
platforms
TikTok
Instagram.
Such
strategies
significant
influence,
especially
younger
audiences
who
often
lack
thinking
skills
evaluate
advertisements
effectively.
BIO Web of Conferences,
Journal Year:
2025,
Volume and Issue:
167, P. 07004 - 07004
Published: Jan. 1, 2025
The
coffee
shops
in
Sleman
Regency,
Yogyakarta,
have
not
widely
applied
the
green
marketing
mix
their
business.
Besides,
no
existing
study
exists
on
toward
repurchase
intention
with
customer
satisfaction
as
a
mediation
variable.
This
aimed
to
examine
impact
of
through
mediating
variable
shops.
research
focuses
Gen
Z
consumer
behavior
based
6Ps
mix.
result
analysis
used
Structural
Equation
Model
Partial
Least
Square
method
and
involved
150
respondents
who
filled
out
an
online
questionnaire.
results
show
significant
positive
price
physical
evidence
intention,
price,
willing
spend
extra
money
for
good
quality
products
offered
by
shops,
while
may
add
more
conceptual
terms
such
greenery
or
live
plants.
