Purpose: Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach: The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an...

The aim of the study was to assess the impact of the gender of the celebrity and the gender of the consumer who is exposed to an ad featuring a celebrity on consumer response to celebrity endorsements. The hypotheses were tested in an experimental study. The results indicated support for four...

Purpose The purpose of this paper is to assess the impact of a global measure of internal marketing on bank employee job satisfaction and employee commitment to the bank. In addition, the authors assessed the subsequent impact of job satisfaction and employee commitment on employee-bank...

Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al. , 2014) refers to consumers’ tendency to express their environmental concern through their consumption...

Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers. Design/methodology/approach Data were collected through an online...

Purpose – Even though there has been anecdotal evidence regarding the use of ingratiation techniques in retail salesperson-shopper interactions, surprisingly, there has been limited research on the nature of these ingratiatory techniques and their impact on consumers’ perceptions and...