Purpose: This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing...

Purpose: The purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results...

Purpose: Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on online shopping have largely ignored online second-hand/used good purchases. This study aims to use...

Purpose: The principal purpose of this study is to examine the moderating influence of selling experience on the following two relationships – adaptive selling and job satisfaction and customer orientation and job satisfaction – using unionized salespeople as respondents. It also tests for...