Table of contents
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app
Dhananjay Bapat, Linda D. HollebeekThe objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand…
The influence of social drivers on using ride-hailing services
Nripendra P. Rana, Anurag Singh, Satyanarayana Parayitam, Anubhav Mishra, Deepa Bhatt MishraThe pandemic has severely affected sharing economy businesses specially ride-hailing services due to high levels of human-touch points. This research investigates the impact of…
The blockbuster blueprint: towards a stakeholder theory-based marketing framework
Vijaya Patil, Weng Marc Lim, Hema Date, Naveen Donthu, Satish KumarThis study aims to examine the intricate relationships in the making of a box office through a stakeholder lens that considers the influence of filmmakers and theatres on…
Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective
Fortune Edem Amenuvor, Frank Akasreku, Kobby A. MensahThe purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and…
Effect of consumption values on consumer behavior: a Meta-analysis
Michela Cesarina Mason, Stephen Oduro, Rana Muhammad Umar, Gioele ZamparoThe purpose of this study is to clarify the findings and criticisms in the extant literature concerning the theory of consumption values (TCV) by conducting a meta-analysis to (1…
Exploring the privacy concerns of smartphone app users: a qualitative approach
Haroon Iqbal Maseeh, Shamsun Nahar, Charles Jebarajakirthy, Mitchell Ross, Denni Arli, Manish Das, Mehak Rehman, Hafiz Ahmad AshrafThe purpose of this study is to explore and identify the privacy concerns of smartphone app users pertinent to app usage.
Resilience in service firms: the impact of social capital on firm performance during turmoil
Fatma Hilal Ergen Keleş, Emrah KeleşThis study aims to examine whether social capital contributes to service firms' resilience during crisis.
Consumer knowledge and intention-behavior consistency
Luping Sun, Xiaona Zheng, Luluo Peng, Yujie CaiIn marketing, most research on intention–behavior consistency (IBC) is dedicated to improving the predictive ability of stated intentions for future behaviors, with relatively…
How gamification elements benefit brand love: the moderating effect of immersion
Hung-Tai Tsou, Mukti Trio PutraA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between…
How perceived corporate social responsibility affects consumer citizenship behavior? Investigating the mediating roles of perceived employee behavior and consumer company identification
Utkarsh, Harmanjit SinghThe purpose of this study is to understand the detailed mechanism through which consumer citizenship behavior gets affected by corporate social responsibility through perceived…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss