Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Purpose As celebrity endorsements have extended from traditional media to social media,
the role of celebrities has been amplified and celebrities have been able to establish …

Consumers who decide to adopt complex, radically innovative products simultaneously can
hold very different belief structures that, for example, capture concern for future losses, and …

The purpose of this study was to explore the underlying mechanisms through which the use
of social media affects endorser effectiveness. Based on theories related to parasocial …

Abstract Movements like “Fridays for Future” have heightened attention to the need for
sustainability, particularly among Generations X, Y, and Z. However, the consumption of fast …

This study examines the mediating role of customer relationship management (CRM) quality
to better explain the effects of service evaluation variables (service quality, customer …

Consumers increasingly use intelligent personal assistants for shopping, given their
advantages of being hands-free and voice-controlled, enabling individuals to multi-task …

Consumer buying behavior is an important aspect in every marketing strategy to produce
maximum output from the market. This study aims to determine how advertisement affects …

Purpose–Word‐of‐mouth (WOM) has been recognized as one of the most influential
resources of information transmission. Advances in information technology and the …

Purpose This paper aims to investigate the impacts of social media on the Pakistani
consumers' buying behavior, which could be reflected in either complex buying, variety …