Purpose – This paper aims to identify the key factors in children's choice of clothing from six to 11‐year‐olds. Design/ methodology/ approach – This exploratory study was developed through a questionnaire answered by 313 children, between the ages of six and 11, from four different...

In this study, Airbnb's brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of...

The purpose of this article is to analyze the relationship between a brand's trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of...

In this study, Airbnb's brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of...

The purpose of this article is to analyze the relationship between a brand's trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of...

This study aimed to understand the impact of digital culture on companies' knowledge and constant commitment to digital transformation, as well as its impact on organizations as a whole. Secondly, it aimed to explore the impact of digital technology adoption on organizational performance and...