The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The...

Widely explored in literature, yet it is unclear which food quality cues consumers find most relevant. The increasing consumers' concern for sustainability aspects in their food buying decisions warrants special attention to environmental-social aspects as food quality indicators. Consequently,...

Using the DART (dialogue, access, risk, and transparency) model as a core framework of value co-creation (VCC), and in the context of hospitality services, this study explores the role VCC might have in customers' perceived value (PV). The study delineates two characteristics of PV - perceived...

The objective of this study is to compare the effects of a company's perceived levels of trust, reputation, risk perception, and quality, on consumers' purchasing intention in two contexts. The first context posits a company in stable financial condition, while the second a company in bankruptcy...

Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

The environmental, economic, and social impact of food value chains have attracted the attention ofa wide range of stakeholders. However, only a few studies have focused on sustainability in the foodindustry in terms of social responsibility from a developing country perspective. Indeed,...

This paper addresses the study of the antecedents and consequences of satisfaction of a company with its main supplier from different variables highlighted in the literature. Specifically, the objective is to analyse the effect of trust, commitment and switching costs on satisfaction, as well as...

This paper contributes to a better understanding of the complex phenomenon of institutions and the moderation of the main antecedents of business customer experience. Following a combination of literature review and three fieldworks, the main antecedents of business customer experience have...

Logistics startups gradually rely on digital marketing strategies to acquire a competitive advantage. The main aim of Logistics startups is to increase their digital brand name and user engagement in order to acquire a competitive advantage. To the completion of this target, various digital...