Business uncertainty due to the COVID-19 pandemic has brought financial and banking
industries under stress. This study examines brand loyalty (BL) in the Thai banking industry …

We investigate the effects of social media influencers'(SMIs) intimate self-disclosure (ISD) on
consumers' intent to purchase products from an endorsed brand through the underlying …

Sebuah perusahaan harus mempunyai tujuan tertentu agar dapat mempertahankan
keberlangsungan hidup perusahaan dalam jangka panjang. Salah satu tujuan suatu …

This study develops a trust mechanism based on trust transfer theory in the context of
customer-to-customer (C2C) social commerce. Based on combined data from 206 sellers …

Facebook has been widely recognized as a popular contemporary trend in marketing. Using
a Facebook fan page can help a firm successfully establish and maintain positive consumer …

Purpose Marketing researchers have usually studied consumers' attachment to brands from
an emotional bonding perspective. However, the purpose of this study is to show that …

Purpose The importance of employer branding to attract talent in organizations is increasing
rapidly. Brand personality traits, particularly, have been shown to explain considerable …

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs)
among practitioners and academics. Consumers are said to build relationships with brands …

The review of the literature reveals various relationships between the constructs of social
identity, customer trust, and customer loyalty. Such results lead to questioning the nature of …

Sales promotions have become one of the preferred methods of marketing communication.
The purpose of this study is to establish the impact of different types of monetary and …