This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques
in creating a positive brand image among generation Y (millennial) consumers. Five …

This paper constructs a theoretical analysis model based on the theories of planned
behaviour, consumer emotion and identity by surveying tourists in Zunyi city, China and …

This research aims to construct a model that combines brand love, brand loyalty, brand
image, customer satisfaction, and service quality into a single model, with brand loyalty …

Purpose This study aims to investigate the impact of social media fitness influencers (SMFIs)
on buyers' purchase decisions by analyzing the factors that determine their influence …

ABSTRACT Motivation/Background: Today, it is very imperative to study the factors that
effect and predict the purchase intention of consumer online shopping. E-tailers and e …

This study aims to determine the factors of consumer willingness to buy gray-market goods.
The authors considered the impact of gray-market products on the product's brand image …

In densely populated Indonesia, where the average consumer tends to opt for budget-
friendly mobile phones. Therefore, this research explores the connections among electronic …

Smartphone has been a very challenging industry marked by cut-throat competition.
Consumers' brand loyalty is critical to a smartphone brand company's survival in this highly …

In recent years, customer's increasing awareness of ethical consumption has become
increasingly important for the business environment and one's lifestyle. Although it is …

This study tries to analyze the conceptual model of brand equity, brand trust, brand
satisfaction, and loyalty of Indonesian consumers to brand heritage. This research examines …