Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An exploratory mixed-methods design grounded in the...

Attitudes toward advertising as a research topic remains an important topic in developing countries, and even in the West, the issue is currently being revisited to update for new media channels, such as various online contexts. This paper examines attitudes toward advertising among college...

Internet banking has become the new self-service delivery channel that allows banks to provide information and offer services to their customers with more convenience via the web services technology. An understanding of corporate customer acceptance of Internet banking can assist banks to assess...

In China's rapid development, for marketers it is important to monitor views toward advertising to keep up with evolving consumer attitudes and managerial practice. This paper investigates attitudes and beliefs toward advertising among a small sample of Chinese managers in the state sector, and...

This paper examines how cultural effects can be integrated into the relationship between customer value (perceived service quality and brand name) and customer loyalty. Hofstede's individualism-collectivism dimension is used for illustration, because some research has shown that it is a key...

Purpose – Aims to view two key issues, the importance of country-of-origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions.Design/Methodology/Approach – Uses conjoint methods to investigate...

The issue of country-of-origin product images has received considerable attention, but research usually focuses on consumers. The perceptions of retail buyers are equally important, because they make stocking decisions which determine which products customers will see. This study looks at...