Purpose – Word‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as...

Purpose – Word of mouth (WOM) is becoming recognized as an important form of promotion and an important source of information influencing consumer's attitudes and purchase behavior. WOM is especially important in the tourism industry, whose intangible products are difficult to evaluate prior...

Purpose – This study aims to integrate consumer-based brand equity for a tourism destination (CBBETD) and the theory of planned behavior (TPB) to examine the relationship between branding and customers’ attitudes toward banking services. Design/methodology/approach – A ten-minute pen and...

Purpose – In recent years, increasing competition in communicational network of Iran has led to attracting more attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect of TV advertising appeals of communication companies (in this study,...