This study employs two marketing theories: 1) the theory of image congruity and 2) the theory of brand loyalty. The purpose of this study is to examine the relationship between self-image and functional image toward brand coffeehouses. In addition, this study specifically identifies positive...

The concept of privacy has proven difficult to analyze because of its subjective nature and susceptibility to psychological and contextual influences. This study challenges the concept of privacy as a valid construct for addressing individuals' concerns regarding online disclosure of personal...

Switching costs has been recognised as a primary reason why dissatisfied customers stay with their suppliers. While a validated multidimensional scale of switching costs exists in a business-to-consumer context, there has been little empirical research effort devoted to operationalising...

The use of structural-equation modeling (SEM) in strategic-management research has grown dramatically during recent years. Although this statistical technique offers researchers a valuable tool for testing hypothesized models, certain challenges accompany the use of SEM. The current article...

Security researchers agree that security control is a difficult to observe credence quality of online services that Internet users cannot easily assess through research or experience. Yet there is evidence that users form perceptions of security control that strongly determine how much trust...

Labels, certifications and endorsements signaling the quality of food have an impact on the purchasing choices of multiple segments of US consumers. At the same time, not much is known about the relationships between the sources providing information through these quality signals and consumer...