Purpose: The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach: After...

Purpose: Supported by the omnichannel strategy, the objective of this study is to identify the influence of integrated interaction quality and perceived fluency of service channels on attitudinal loyalty in the banking sector and to test the mediating effect of positive affect in these...

Purpose: This study aims to examine articles on nonprofit branding over an 18-year time span to develop an overview and better understanding of the subject. Design/methodology/approach: This study used the Scopus database in a search for studies that deal, regardless of the approach, with...

The objective of this study is to compare the effects of a company's perceived levels of trust, reputation, risk perception, and quality, on consumers' purchasing intention in two contexts. The first context posits a company in stable financial condition, while the second a company in bankruptcy...

Motivation to learn is one of the most relevant aspects of student success in the learning process. Measuring motivation is essential in all higher education institutions (HEI). It is also important for teachers to understand the best way to encourage and motivate their students to make enforces...

Purpose: The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these...

Purpose: The purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment...

Purpose: The purpose of this study is to examine the effect of marketing capabilities on market orientation and sustained competitive advantage from the viewpoint of managers of small and medium-sized enterprises (SMEs) that supply large companies. This paper also analyzes the moderating role...

Purpose: The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and interact with it positively influences the endorsed brand attitude, resulting in purchase intention on...