In a world with enormous opportunities and challenges from the 4.0 revolution and the lingering COVID-19 pandemic, customer retention is more important than ever for retailers. While marketing and advertising can be more or less limited during the pandemic, retailers pay more attention to the...

To enlarge current understanding of hospitality brand management, this study investigates the relationship among social identity and social exchange marketing constructs. Therefore, this study develops and empirically tests an integrative model that reflects a comprehensive view of the...