A variety of psychological and brand-related consequences are connected to customer advocacy. The possible processes behind these correlations are yet not fully understood. The purpose of this study is to investigate the relation that exists between customer advocacy and brand loyalty in the...

A variety of psychological and brand-related consequences are connected to customer advocacy. The possible processes behind these correlations are yet not fully understood. The purpose of this study is to investigate the relation that exists between customer advocacy and brand loyalty in the...

The answers to the question of how to build a user's loyalty have become the most desirable knowledge to academics and practitioners, when the competitions turn drastic among social network sites. This article proposes a new model to investigate the influential factors of the user's cognitive...

This paper describes an integrated research study project developed and conducted with Dual program students of the IUBH University of Applied Sciences in Berlin, Düsseldorf and Hamburg. The project investigates the current reading and writing behavior of generations X, Y and Z. In addition,...

Due to the continuous growing of information exchange in the Internet, commercial web sites have started to include online tools to allow consumer interaction in them. Thus, when visiting these commercial web sites, consumers may consider not only e-retailer information (marketing communication)...

This article reports on an online survey conducted with more than 500 Facebook users in Spain and Portugal, in order to identify which are the most important variables on the intention to use this social network to make buying decisions. The results of this study indicate that the intended use...

9-ending prices are a dominant feature of many retail settings, which according to the existing literature, is because consumers perceive them as being relatively low. Are 9-ending prices really lower than comparable non 9-ending prices? Surprisingly, the empirical evidence on this question is...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the...