This study employs two marketing theories: 1) the theory of image congruity and 2) the theory of brand loyalty. The purpose of this study is to examine the relationship between self-image and functional image toward brand coffeehouses. In addition, this study specifically identifies positive...

This paper investigates the adoption and use behaviors of SMS at the BOP. It asks three research questions: (1) Who are the users and the non-users of SMS among the BOP mobile owners? (2) What are the barriers to SMS adoption? and finally, (3) What are the factors driving SMS use at the...

Purpose The purpose of this study is to examine the trend toward purchasing locally grown food and evaluate if tourists visiting Hawai'i are willing to pay more for locally produced foods that are more ecologically sustainable. Design/methodology/approach A research questionnaire was developed...