Despite the wide acknowledgement of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain...

In the rapidly expanding global e-commerce landscape, ensuring customer satisfaction in home delivery services has become a critical priority, particularly in emerging economies like Vietnam. High-quality delivery services, enhanced perceived value, and strengthened customer trust are key...

Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how...

The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers’ positive dispositions toward a particular foreign country affect their purchase decisions of...

Research background: Anti-consumption practices, in particular consumers’ reluctance to buy (RTB) foreign products, are increasingly common in today’s globalised and interconnected markets. This phenomenon is accentuated by the impact of negative consumer dispositions (e.g., animosity or...

This research examines the impact of TikTok content types (humour, music, employee, storytelling, animations, information, slideshow, sketch, sound, promotion, product, photo, reviews) on TikTok’s engagement rate, performance and followers. The study was conducted within the frame of a...

This research investigates how artificial intelligence (AI) agents function in the advertising sector. It focuses on the transformation, applications, benefits, and concerns of Artificial Intelligence (AI) in the new era of marketing. The research used secondary data from industry reports,...

After the publication of the results of the Advertising Research Foundation’s Copy Research Validity Project, ad liking has been extensively used as copy test predictor of campaign’s performance. Less favourable findings have been recently presented on the basis of its delayed effects. This...

The Design represents an innovative work of art. Chairs, spoons, teapots could be an example of designed arts. Creativity and daily utility, they both “evolve in” arts. Design Museums are often collections of famous designers, stylists and firms. The supply chain of brands could find an...

The article presents a broad overview of the concept of political marketing and its significance in the contemporary era of information revolution and democratic resurgence. The article provides meaning, definition and various dimensions of political marketing as a concept and method and...