Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers play an important role in the market performance of brands. The underlying relationship between these two constructs to shed light into the success factors in the contemporary consumer markets. This study aimed to:(1)...

The perception of consumers related to the benefits of using online channels for shopping is an important factor in the determination of their intention to shop online. This study aims to contribute to the current literature by:(1) shedding light into the nature and extent of the relationship...

This paper explores the relationship between destination image, cultural contact, perceived risk, satisfaction, and the revisit intention of international tourists to Binh Thuan province in Vietnam based on data obtained from 405 international tourists. Employing Partial Least Squares Structural...

Purpose: The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites com pete to provide a...

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test key factors that have a direct impact on customer...

The study investigated the effect of corporate social responsibility (CSR) and green advertising receptivity (GAR) on the behavioral intentions of organizational customers within Vietnam's industrial and marine coatings sector, with a particular focus on the mediating role of green trust (GT)....