Purpose: An open question of behavioral pricing literature is: What are the factors which influence consumers’ judgments of acquisition value and transaction value? An important framework to explain consumers’ shopping and purchase decisions is their decision-making styles. This paper aims...

Purpose: The purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context. The study explores the varied effect of the dimensions of commitment on the dimensions of beyond purchase CE and...

Purpose: The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests the mediation of CE between the facets of involvement...