Marketers invest in various media platforms to influence consumer behaviour (CB).
Advertisement on every media platform has a different composition that engages the …

The complexity of the wine category has forced researchers to try different means to
understand how consumers choose wines. This research uses a discrete choice experiment …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

Consumers' perceptions of visual merchandising can arouse consumers' in-store
merchandise exploration, such as interacting with products, differentiate a retail brand …

Purpose This study aims to explore the antecedents and outcomes of brand community
engagement (BCE) in the context of social media-based brand communities (SMBCs) …

Our view of brand advertising is that it mostly serves to publicize the advertised brand.
Advertising seldom seems to persuade. Advertising in a competitive market needs to …

The implementation of digital channels as avenues for economic transactions (eg, online
and mobile banking/FinTech) has shifted the paradigm of customer–bank interactions …

This research aims to examine the effects of two viral marketing attributes; namely viral
advertising and E-WOM on customer purchase intention. In particular, the authors …

This study examines the impact of actual price increases on customer retention in a service
context and how the effect of a price increase is moderated by both tenure and breadth of …

Five theoretical approaches can predict favoritism toward domestic and foreign brands. This
article applies a contrastive perspective to examine social identity, personal identity, cultural …