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...

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...

Understanding what attributes are sought by casino visitors during their visit to a casino can enable casino operators to enhance the quality of service elements. This study assessed the important casino attributes that casino visitors seek when visiting a casino. The study also seek to identify...

<title>ABSTRACT</title> Educational services are becoming increasingly internationalized, but little research has been done on country of origin effects on student expectations toward such services. This study investigates country image associated with service expectations toward international programs in...