This article investigates the problem of Polish and South Korean Millennials' consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally...

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional,...

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...

This study is aimed at determining consumers' sustainable apparel involvement in the purchasing or disposing of apparel in an emerging market context (EMC). Consumers in developed countries show increased interest in sustainable apparel behaviour, contrary to emerging markets such as South...

This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...

The purpose of this study is to identify the determinants that influence customers' intention towards the use of diminishing partnership home financing offered in Pakistan using the theory of planned behaviour. Total of 306 respondents who are the staff of 3 Universities and are potential users...

Fast developments in the food retailing industry have led to growth of shopping malls, particularly in the large cities of Saudi Arabia. The purpose of this study is to compare men and women for differences in mall shopping. Using empirical research, this paper examines differences between the...

In this paper we analyse the phenomenon of the global young consumer. Taking the example of young people from South Korea and Poland, we show similarities and differences in their reaction to modern socio-cultural trends influencing consumption patterns. The globalization process is believed to...

Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing.This study investigates the research question whether and by which...

Marketing is considered as responsible for increasing consumerism and overuse of limited resources. An endeavour to promote sustainable consumption is the need of the hour and an answer to growing concerns towards it is required. Marketing can be used as a tool to promote sustainability and...