The importance of text mining is increasing in services management as the access to big
data is increasing across digital platforms enabling such services. This study adopts a …

Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

Prior studies on the in‐store experience focus on the impact of store atmosphere. Sensory
marketing and brand experience, on the other hand, have been found to be significant in …

Through the combination of e-commerce and social media, social commerce has the
potential to significantly influence customers' purchase intentions. However, the …

The paper develops a conceptual framework to study the constructs of information
technology (IT)-supported value co-creation and co-destruction through shared processes of …

In this age of technology, consumers have become comfortable shopping with their mobile
devices. In light of this growing trend, the branded app market has grown steadily …

The purposes of this study are to integrate organizational social capital theory and consumer
happiness in a prior brand identification model and test the antecedents and consequences …

Purpose This paper aims to create a better understanding of the challenges posed by work
from home (WFH) during the ongoing COVID-19 pandemic, to investigate the public …

Green is a timely and crucial concept in sustainability; therefore, encouraging both public
and private businesses in Malaysia to persistently promote and make attempts to put green …

For startups, building a corporate brand in the digital age is an important strategic imperative
and today requires different brand management strategies from the traditional ones in the …