Purpose: The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A conceptual model is proposed including the variables of product attributes, brand experience, brand attachment,...

Purpose: The purpose of this study is to explore the inverted U-shaped relationship between green customer integration (GCI) and opportunistic behavior, as well as the moderating effects of contractual control and relational norms. Design/methodology/approach: The authors conducted hierarchical...

Purpose: This study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more (WTPM), as well as the moderating roles of consumers' narcissism trait (high vs low) and processing mode (rational vs...