The purpose of this paper is to fill gaps in the human capital literature, first, by providing insights into the relationship between human capital and strategic innovation and the performance of Small and Medium Enterprises (SMEs), and second, by exploring the role of human capital as a...

Customer Relationship Management (CRM) is more than an information tool and plays a critical role in small and medium enterprises (SMEs). The present study explored the moderating effect of relational capital (RC) on the relationship between CRM dimensions and the performance of 284 Yemeni...

Customer Relationship Management (CRM) is more than an information tool and plays a critical role in small and medium enterprises (SMEs). The present study explored the moderating effect of relational capital (RC) on the relationship between CRM dimensions and the performance of 284 Yemeni...

The study seeks to examine the role of perceived usefulness (PU) and confirmation (CN) on continuance usage intention of mobile social commerce (CI) and on user satisfaction (S). Furthermore, it examines the role of continuance intention and user satisfaction on brand loyalty (BL). Also, this...

The research in elector' loyalty to party brand was still fragmented, isolated and under research. This research aims to investigate the relationship between party brand image and elector loyalty to party brand, as well evaluate the mediation role of elector' affective commitment in primary...

This study seeks to broaden the concept of loyalty to political brand similar to commercial brand by developing a specific conceptual model for political marketing context. The model attempts to link the relationship between political brand awareness, political brand image, political brand...

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past...

Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance....

Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure...