The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical,...

We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice set....

Research on brand transgressions and service failure-recovery appear to study a similar phenomenon, yet both streams developed surprisingly independently and with limited reference to each other. In response, we synthesize the growing brand transgression and service failure-recovery literatures...

This is the tenth report in a series of annual studies exploring the latest social media trends across the Middle East and North Africa (MENA) region. Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship...

Purpose: The goal of this article is to understand the rationale of Humorous Communication Theory (HCT) and illustrate its applications in meme marketing, stand-up comedy business, and machine joking.Design/Methodology/Approach: The approach is based on three steps. First, we do a quick review...

The study aims to investigate the effects of COVID-19 and highlight characteristics of the urban poor during the COVID-19 outbreak in Bangkok. The study utilizes data from community surveys with multi-stage sampling to obtain a total of 500 samples in the slums during the first lockdown in...

The ongoing global pandemic has led to a seismic shift of shopping behavior towards online channels. In this light, understanding consumer choice between online shop alternatives – online patronage - grew even more important. Problematically, due to inconsistent naming and conceptualization of...

The aim of this research was to examine the consumers' preference of paint purchase from the viewpoint of individuals employed in the Turkish paint industry. It was aimed to reach at least 278 individuals with a sampling error of 5%. Within this scope, 350 questionnaire forms were distributed...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....