Purpose: The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness. Design/methodology/approach: Message design is proposed to include two components, namely, orientation and vividness. The message...

Purpose: The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the...

Purpose Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity...

Purpose: The purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of...

Purpose: This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand...

Purpose: The purpose of this paper is to examine the determinants of user adoption of smartphone fitness apps in context of an emerging economy. Design/methodology/approach: The present study uses the extended unified theory of acceptance and use of technology (UTAUT2) as the base model along...

Purpose The purpose of this paper is to examine the relative influence of “reasons for” and “reasons against” adoption of mobile banking (m-banking) among Indian consumers. Design/methodology/approach Using the framework of behavioral reasoning theory (BRT), hypothesized relationships...

Purpose Drawing on the Push-Pull-Mooring model, this study sheds light on the factors that drive tourists to switch from traditional hotels to peer-to-peer accommodation (P2PA) in light of the global spread of the Covid-19 pandemic. Design/methodology/approach Data have been collected from 380...