Examining leadership from a competency perspective allows scholars to understand
different dimensions of leader qualities and capacities. From this perspective, our study …

Customer experience management research is increasingly concerned with the long-term
evolution of customer experience journeys across multiple service cycles. A dominant …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

Increasing interest in social commerce has been accompanied by concerns about creating
high-quality customer relationships. Brands are particularly interested in how they may foster …

Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …

This research examines value co-creation and its effect on loyalty toward the organization
from both the attitudinal and behavioral viewpoint. To do so, this research uses the …

To investigate the dynamics of online persuasion, this research uses the Elaboration
Likelihood Model (ELM) to determine the effects of argument quality as a central route to …

The concept of consumer–brand identification (CBI) is central to our understanding of how,
when, and why brands help consumers articulate their identities. This paper proposes and …

Review of relationship marketing literature reveals that there are several factors that
influence the creation of customer loyalty. Satisfaction, quality, frequency of purchase …

This extensive literature review highlights the state of the art regarding the relationship
between customer satisfaction and loyalty, both attitudinal and behavioral. In particular, it …