Purpose: The purpose of this paper is to test the applicability of brand personality theory in the perspective of trade show events, and the influence of trade show event personality on exhibitor’s eudaimonic and hedonic happiness and advocacy intentions. Design/methodology/approach: A total...

Purpose: The purpose of this paper is to explore the applicability of Pay-What-You-Want (PWYW) pricing multi-channel retailing. Specifically, the impact of PWYW endogenous price discrimination on consumers’ price fairness perception of and reactions to PWYW is investigated....

Purpose: The purpose of this paper is to conceptualize and develop an event experience scale in the business event (trade shows) context. Design/methodology/approach: Data were gathered from domestic and foreign exhibitors and visitors of the six countries from the international trade show...

Purpose: This paper aims to explore the psychological motivations behind customers’ engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty. Design/methodology/approach: The theoretical model is tested with the data collected...

Purpose: This paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the retailer on consumers’ perceived price fairness,...

Purpose: Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and...

Purpose: The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism. Design/methodology/approach: This study was conducted using data collected from 398 tourists...

Purpose: This paper aims to examine the direct and indirect effects of tourists’ value on satisfaction and loyalty intentions in dark tourism. Design/methodology/approach: This research was conducted using the data collected through a questionnaire survey from 403 tourists visiting a dark...