This study aims to investigate the influence of firm-generated content (FGC) on Carrefour's
consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular …

Purpose This study examines factors that affect customer lifetime value (CLV) in fast-food
restaurants (FFRs) in Jordan. These factors are relational benefits, brand experiences …

Businesses, particularly those in the food service sector, often use loyalty programmes as a
tactic to retain customers and prevent them from switching to other rivals. However, there is …

The telecommunications industry is one of the most competitive industries with high
penetration of digital technology, faster availability of data services, and innovations in …

The purpose of this study is to examine the impacts of the HEdPERF model on positive
electronic word of mouth (eWOM) through mediating variables of student commitment …

Full-scale military operations taking place since 2022 in Ukraine have had a negative impact
on all sectors of the economy, including the restaurant business. An important factor that …

In recent years, changes in customer–brand relationships have represented a major
challenge for branding research. This study explores how the dimensions of perceived …

This research explores the mediating role of the value perceived and received by
consumers (customer-perceived value) in the context of brand experience and relational …

Shopee is a successful e-commerce platform in Southeast Asia today, becoming the leading
choice for customers who want to shop online and has built loyal relationships with …

Drawing on social exchange theory (SET), this study aims to investigate the impact of hotel
brand experience (HBE) on developing customer citizenship behaviors (CCBs). A total …