Purpose: Using the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important...

Purpose: The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study...

South Korea's 'national champion policy,' designed to foster global enterprises, has yet to deliver measurable outcomes in sales and productivity, suggesting inefficiencies in resource allocation linked to 'the risk of picking winners.' Accordingly, the incentive structure of growth policies for...