Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow...

This study explores the intricate interplay between internal brand management (IBM), leadership styles, and organisational citizenship behaviour (OCB) in the dynamic Egyptian hospitality industry. The purpose is to investigate these relationships, considering the regional nuances of Southern and...

Arousing funders' motives for crowdfunding participation is a challenge for every entrepreneur. According to self-determination theory, crowdfunding involvement is driven by two kinds of motivations: extrinsic and intrinsic motives. Campaign narratives with different sentimental orientations...

Purpose - This research examines loyal and non-loyal consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high versus low perceived environmental...

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research, based on a multinational sample, is to fill the gap in understanding how users choose among social...