Purpose: This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach: Data were analyzed from...

This research examines the effect of target marketing using the black sheep effect, which occurs when individuals judge likable ingroup members more positively than similar outgroup members, while judging unlikable ingroup members more negatively than similar outgroup members. The results of 2...

A Middle Eastern tradition, hookah smoking involves burning flavored tobacco heated by charcoal, creating smoke that is filtered through water and ingested through the mouth using a hose. Hookah lounges are increasingly locating around college campuses in the United States, and websites offering...

A Middle Eastern tradition, hookah smoking involves burning flavored tobacco heated by charcoal, creating smoke that is filtered through water and ingested through the mouth using a hose. Hookah lounges are increasingly locating around college campuses in the United States, and websites offering...

The paper seeks to develop a conceptualization of franchisee perceived relationship value (FPRV), defined as the trade-off between perceived net worth of tangible and intangible benefits and costs to be derived over the lifetime of the franchisor-franchisee relationship, as perceived by the...

Rapid growth in the older population raises concerns about increasing demands that aging consumers experience in service encounters. In particular, they face challenges of informed consent that require them to make decisions that support their well-being. Building on current knowledge of factors...