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The influence of augmented reality on e-commerce : a case study on fashion and beauty products
Gabriel, Adelya; Ajriya, Alina Dhifan; Fahmi, Cut Zahra … - In: Cogent business & management 10 (2023) 2, pp. 1-20
implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this …
Persistent link: https://www.econbiz.de/10014504942
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How brand personality, brand identification and service quality influence service brand equity
Loureiro, Sandra Maria Correia; Costa-Lopes, Rui; … - In: Cogent business & management 1 (2014), pp. 1-12
During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …
Persistent link: https://www.econbiz.de/10012036305
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Understanding rural Chinese consumers' behavior : stimulus-organism-response (S-O-R) perspective on Huawei's brand loyalty in China
Yu, Zhiyuan; Worasak Klongthong; Jakkrit Thavorn; … - In: Cogent business & management 8 (2021) 1, pp. 1-20
This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …
Persistent link: https://www.econbiz.de/10012666174
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The impact of user emotions on intentions to continue using online food delivery applications : the influence of application quality attributes
Handayani, Putu Wuri; Azzizah, Safa Fathya; Annisa, Audrey - In: Cogent business & management 9 (2022) 1, pp. 1-20
This study analyzes the quality attributes to online food delivery applications (OFD) that affect users' emotions and their continuous use intentions according to the pleasure-arousal-dominance and stimulus-organism-response theories. The study employs a mixed methods approach. The data...
Persistent link: https://www.econbiz.de/10014441944
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Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention
Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22
Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and …
Persistent link: https://www.econbiz.de/10014429098
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Impulse buying during flash sales in the online marketplace
Lamis, Saffanah Fausta; Handayani, Putu Wuri; Fitriani, … - In: Cogent business & management 9 (2022) 1, pp. 1-20
Flash sales can be an opportunity for online marketplaces to stimulate impulse buying. This study aims to determine the factors that influence impulse buying from a flash sale in the online marketplace. Stimulus-Organism-Response, Pleasure-Arousal-Dominance and Competitive Arousal Model are used...
Persistent link: https://www.econbiz.de/10014429226