/value – These findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models …

structural model linking consumers ' individual capital (motivation to influence), social capital (opportunistic use of social …. Originality/value – This paper offers marketing researchers and practitioners a new integrative approach to target consumers with …

the content viewed by consumers using eye-tracking technology "Neuromarketing & AI LAB" to reveal emotional and structural … personal brand had the higher influence on consumers. Personal brand attracts consumers' attention and promotes engagement. The … originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social …

to an underestimate of these young consumers' power.  …

consumers. Findings – It was found that consumers generally have little knowledge about toys or the toy industry but that any … concerning their benevolence. They should, however, also look for other ways of communicating such care to consumers both …

knowledge to be more likely utilized by consumers, and a second where is was less likely to use it. The respondents were exposed … consumers using persuasion knowledge were more likely to develop negative affective and cognitive attitudes toward the … the two treatment groups. Findings – All three hypotheses were supported. Millennial consumers that feel compelled to cope …

overall brand equity in the sportswear industry. The present study used a sample of 304 actual consumers from China’s two … sportswear products, this study also provides important insights about the understanding of Chinese consumers’ perceptions of …