Purpose This study aims to answer two important questions:(1) Whether companies should
reduce or increase the marketing expenses to face the recession caused by COVID-19? and …

A substantial body of research evidence has now accumulated in the reference price
literature. One stream of research has identified the antecedents of reference price and has …

A theory-first paradigm tends to be the dominant approach in much academic marketing
research. In this approach, a theory is borrowed, refined, or developed and then tested …

The emerging trend of organic food consumption is manifested by the opening of organic
food restaurants in the hospitality sector. In this respect, drawing on cue utilization theory …

The ongoing COVID-19 pandemic has negatively influenced the global tourism industry.
Despite the documented negative impacts of diseases on tourism demand and people's …

Purpose–The purpose of this paper is to examine the extent to which service quality,
perceived price and fairness and service convenience influence customer satisfaction and …

The dimension of logistics service quality (LSQ) has been receiving much attention as a key
factor for the success of many leading domestic e-commerce platforms (DEC). However, the …

Drawing on attribution theory and situational crisis communication theory, this study
investigates how destination crisis events impact tourist sympathy, anger, and intentions of …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Purpose–The purpose of this paper is to propose and test a model to better understand
brand equity. It seeks to investigate the effects of this construct on consumers' responses …