Happiness has become a serious area of research in many disciplines including psychology, economics, education, and business. There is a growing body of research showing a significant relationship between gratitude and happiness. Practicing gratitude and generosity are important for all who seek...

Innovation is rapidly becoming a central driver in the marketing strategy of many service companies, while its effects on the perceived value of a service brand have yet to be determined. The purpose of this chapter is to explore how introducing an innovation affects the perceived brand equity...

This article explores the effects of two distinct retail choice architectures — those that organize assortments by attributes and those that organize items by benefits. Relative to attribute-based organizations, benefit-based organizations lead to more abstract construal and heighten...

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...

Tourism businesses offer a variety of products and services. Consumers have a wide range of products to choose from. Entrepreneurs wish to identify products or services that are most preferred. Because Xcaret Park has a variety of recreational activities, we wish to identify which are favored by...

The research aims to study the effect of sales promotion on the purchase quantity and recommend sales promotional means and methods that could improve sales for retail sector in Malaysia. The impact of coupons, bonus packages, premiums, free samples and price discount is measured on purchase...

This study investigates the externalities of managers' responses (MRs) to online reviews on popular travel websites. Specifically, the authors examine the effect of publicly responding to hotel guests' reviews on subsequent reviewer ratings. The authors find that manager responses to negative...

Both face-to-face communication and communication in online environments convey information beyond the actual verbal message. In a traditional face-to-face conversation, paralanguage, or the ancillary meaning- and emotion-laden aspects of speech that are not actual verbal prose, gives contextual...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...