Retailers’ tend to become trapped in a price-promotion war where price issues are dealt with on a short-term basis, indicating almost solely tactical choices. Since price is the only part of the marketing mix providing direct revenues to the organisation, it should also be of strategic...

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional,...

This article investigates the problem of Polish and South Korean Millennials' consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally...

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional,...

With the advent of new information & communication technologies (ICT) and its ever growing application in connecting people, online social media have become one of the main platforms for people to people interaction and this has obvious impact on formulation of marketing strategy for better...

Selling products related to publisher activities is nothing new. But over recent years, the breadth, range, and scope of eCommerce opportunities available to publishers has expanded greatly.This report looks in-depth at those publishers harnessing eCommerce to great effect, including BuzzFeed,...

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...

This paper identifies the various competitive strategies being deployed by the market leaders, market challengers, market followers and market nichers of Indian hair colour industry. The paper tends to reflect the adopted strategies in powder based, cream based and henna based colourant...

The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams. Facing an "extinction event," as the...

Purpose: Small and medium sized enterprises (SMEs) are increasingly communicating and interacting with stakeholders through digital media. Therefore, this research investigates the SME owner-managers' attitudes toward the pace of technological innovation, and it examines their perceived use and...