This article investigates the factors that affect consumers' attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers' attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the...

Qualitative interviews in the Isle of Man uncovered local perceptions of a tourism industry in late stage decline. Social impacts of decline are pronounced including facilities loss, cultural changes and a heightening of perceived peripherality: which taken together undermine local identity....

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...

Many firms in financial services opt for corporate branding in order to unify their activities and leverage a strong brand across business units. While this may be the case, some financial service organisations retain the approach of using a collection of brands within the organisation. RSA has...

Studies examining the factors that affect the online purchasing behavior of consumers are rare, despite the prospective advance of e-commerce in Malaysia. The present study examines particular factors that influence the attitude of potential consumers to purchase online by using the attributes...

This study is intentionally functional, and, from the data collection aspect, is a descriptive survey. The statistical data for the present study includes low-power electronic and electric products in Guilan Province. A total of 384 consumers were chosen using the random cluster sampling method....

The study investigates the influence of breadth of open innovation strategy on product and service performance of UK SMEs and how the relationship is affected by the type of innovation. The respondents were 72 senior employees randomly sampled from SMEs in UK manufacturing sector. We collected...

This study explored customer relationship management (CRM) experiences of business-to-business (B2B) marketing firms in the mobile telecommunications sector using the qualitative focus group approach and the study drew on the resource-based view. The qualitative focus group approach was adopted...

Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand...