Purpose This study aims to understand the importance and challenges of adopting artificial
intelligence (AI) in the banking industry in Malaysia and examine the factors that are …

Understanding the financial well-being of lower-income group is a critical concern of any
government as this group struggles most to meet up with their necessities. Despite the …

Service value is a crucial dominant indicator in customer decision-making. However, there is
a lack of hospitality literature that investigates the multi-dimensional service value in …

Purpose This paper aims to further the knowledge of what effect destination and tourist
social media communications have on destination brand equity. Design/methodology …

Consumers' outlook towards acquisition-based consumption is changing, and the
importance of ownership is fading. Using the stimulus-organism-response framework and a …

Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the
evolution of the sector needs original marketing strategies. To study the relationships …

This study aims to understand the impact of advertising creativity on purchase intention in
the airline industry. To this end, drawing on the Stimulus-Organism-Response (SOR) …

A company's brand equity is built through sustainable development. Sustainability practices
are increasingly being adopted by a wide range of organizations, with the aviation industry …

The current study investigates the relationships among marketing mix variables and brand
equity dimensions in the context of state-branded food products. Structural equation …

Highly sensitive and private information is stored in the cloud, so understanding how and
why customers choose and switch between cloud storage service providers is pivotal …