In recent years, the live-broadcast e-commerce has been developed rapidly, attracting a large number of users. However, the ultimate success of the platforms depend on users’ continued adoption behavior. Based on meaning transfer model and interaction ritual chain theory, this study develops a...

The purpose of this study is to examine the effect of brand loyalty on the country of origin, in the context of cosmetic and skin-care products (i.e. makeup). The study also examines the students’ demography on the relationship between brand reputation and purchase behavior. In this study,...

This study analyzes customers brand recall and its elements including brand awareness, brand association, and brand recognition. The purpose of this research is to identify the impact of brand recall on customer purchase intention. In this research we also identify the relationship between the...