Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

Virtual reality (VR) is receiving increasing interest from marketers as this technology
provides significant opportunities for enhancing consumer engagement and responses …

Applying protection motivation theory, the purpose of this study is to investigate the effects of
social media on customer brand engagement (CBE) and their consequent impact on co …

The goal of this research is to use the technology of Data Mining in a dataset for a ranking of
three diets on the respondents and investigate such tools advantages and limitations such …

Increasing business organizations are also damaging the natural infrastructure, and
researchers are pressing hard on this issue since several decades. Moreover, the studies …

In an ever more transparent, digitalized, and connected environment, customers are
increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) …

Consumers increasingly use eWOM to make decisions about various products and services.
However, few studies have investigated how different visual and verbal eWOM cues affect …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …

Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

The surge in academic and practical interest in the topic of value co-creation (VCC)
highlights an equivocal understanding of its conceptual boundaries and empirical …