Purpose – This paper's objective is to propose an integrated framework to investigate the adoption intention of mobile banking technology and to test it in the Brazilian context. Design/methodology/approach – A total of 666 respondents from the most economically developed cities in Brazil...

Despite the central role of social class or socioeconomic status on consumer behavior and the fact that this construct has been utilized in marketing research for more than seven decades, the marketing literature is surprisingly short on the conceptualization and measurement of this important...

Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....