The evolution of digital platforms has transformed the way businesses operate. Digital
platforms have become popular and common in Business-to-Business (B2B) markets …

Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

This research investigates the consumer purchase intention of products with geographic
indications (GIs) based on a sample of 351 valid responses in three representative regions …

Purpose This study aims to investigate the relationships between customer perceptions of
luxury companies' brand pages (ie brand page value and self-expressive brands) and …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

Purpose This study aims to testify the effects of green marketing on peer-to-peer (P2P)
accommodation consumers' repurchase intention and positive word-of-mouth (WOM) …

Purpose Limited research has explored why and how cause-related marketing on social
media influences consumers' responses. Drawing upon balance theory and consistency …

Purpose This article aims to advance a new theoretical perspective on the basis of
prosumption theory, namely, that online review platforms can be conceptualized as …

Purpose This paper focuses on customer engagement in online brand communities (OBCs).
Drawing upon self-determination theory (SDT), the research proposes a conceptual model …

Impact of brand community supportive climates on consumer-to-consumer helping behavior |
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