The purpose of this research is to investigate the effects of online digital customer experience quality (OCXQ) on customer equity drivers (CEDs) of digital platforms and the respective effect of CEDs on repurchase intentions (RI). Most importantly, we unveil the indirect effects of store...

The rise of digital marketing has dramatically changed how brands promote themselves and engage with customers, as Chaffey and Ellis-Chadwick discussed in their 2019 research. This article thoroughly explores "Digital Marketing Strategies, Planning, and Implementation," aiming to provide a...

The research study explores the significance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in enhancing brand visibility within the context of the E-commerce industry. In today's competitive digital landscape, having a strong online presence is imperative for E-commerce...

In response to the evolving digital landscape, this report unveils a strategic marketing approach to enhance the usability of Asda's website for the influential Gen Z and Millennial demographics. Rooted in qualitative research, the study employs interview questions as a powerful data gathering...

Digital Media has gained importance over the years, around the world. It has created impact in Pakistan too. This paper draws comparison in usage and impact of Digital Media in developed worlds with Pakistan and identifies the flaws, the potential and scope of digital media in Pakistan. Pakistan...

Each purchase decision is most likely to be a risky decision. Woodside and DeLozier (1976) proposed that consumer purchase-related behaviors correspond to the perceived level of risk in the purchase. Therefore, understanding consumer’s perceived purchase risk is paramount for marketers...

The paper analyses how value co-creation processes can influence the generation of dynamic capabilities and the retention of industrial customers. The authors explore its influence with the support of Social Exchange Theory, Resource-Based View and Service-Dominant Logic. The methodology applied...

В данной статье рассмотрен ребрендинг, как одна из стратегий маркетинга. Проанализированы теоретические составляющие и примеры, на основе которых автор...

This paper aimed at identifying the effects of atmosphere on the consumer purchase intention in international retail chain outlets of Karachi, Pakistan. This was the first study, which investigated the collective impact of atmospheric variables at one point in time on purchase intention. This...

The purpose of this study is to identify credibility dimensions that predict the level of credibility of an online sales clothes Website in Romania. The objectives of this research are: (1) identifying the online sales clothes Websites’ credibility dimensions that better discriminate between...