Consumers living in today's almost demystified world of consumption are constantly
searching for new ways to add value to their lives. Consumption of material goods or owning …

Health and fitness apps have grown exponentially during covid-19 lockdowns. Using a
sample of 331 European fitness apps users, this study investigated the psychological drivers …

The cigarette industry faces market competition, and the pressure that suppresses its
existence stems from ambiguous policies. The ambiguous policy is because the government …

For decades, entrepreneurship has been promoted in academia and the tourism sector and
seen as an opportunity for new business ventures. In entrepreneurial behaviour, effectual …

Despite the significant increment in sport sponsorship and the affirmation of its strategically
vital nature, extant research has confined its focus to narrow strategic goals, which …

Purpose This study aims to propose a conceptual framework for transition of brand trust to
brand love in an uncertain market situation, from the perspective of cognitive-emotion theory …

The aim of this study is to explore the evolving social media marketing strategies of football
clubs involved in the English Premier League (EPL), in a constantly changing sporting and …

Trust—both cognitive and affective trust—sit at the core of the development of avatars in
hospitality. Based on the theory of mind (ToM), this study collected data from 563 hotel …

The use of e-commerce has exploded due to the impact of COVID-19. People with no
experience in e-commerce prior to the COVID-19 pandemic began online shopping for their …

Purpose This study explores the drivers behind sports technology use and identifies the
need for a new conceptualization of sports technology adoption. To address this issue, the …