Over the past 20 years, consumer technology products have significantly impacted consumers’ purchasing patterns and behaviors. The companies catering to this market have demonstrated unprecedented innovation and financial performance. Therefore, it is important to understand how consumers...

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition....

Luxury brands are related to two major mechanisms of social adaptation: value-expressive and social-adjustive. Researchers have established that these two functions are likely to influence customer purchase intention. Additionally, evidence suggests an interaction between sustainability beliefs...

Over the past 20 years, consumer technology products have significantly impacted consumers' purchasing patterns and behaviors. The companies catering to this market have demonstrated unprecedented innovation and financial performance. Therefore, it is important to understand how consumers...