The development of Islamic tourism such as Umrah does not get much attention in the
literature though there are 6 million people all around the world performing Umrah every …

Based on existing studies on the impact of parental active mediation and parental behaviors
on adolescents' use of media and mobile phones, the present study explored the impact of …

Purpose Current research addresses the issue of brand loyalty while identifying its potential
predictors. The research also examines the direct impact of brand credibility on brand loyalty …

Purpose Advergames have attracted the attention of scholars and practitioners as a new
way of increasing customer engagement and advertising effectiveness. Gamified ads …

Live Streams have been one of the latest marketing strategies to hit the e-commerce industry
in recent years. Many companies want in on it, but it is not as easy as talking in front of a live …

The purpose of this study is to integrate and examine empirically for the relationships
between switching costs, brand trust, and customer loyalty. All data collected from the target …

Purpose The purpose of this paper is to investigate the effect of game-speed on brand
attitude and mediating role of thought favorability in the speed-attitude relationship in the …

Cross-Cultural Brand Personality and Brand Desirability Page 1 Cross-Cultural Brand
Personality and Brand Desirability An Empirical Approach to the Role of Culture on this …

The new and creative marketing strategies came into existence to attract consumers towards
the brand by marketing agencies. One of these innovative marketing tools is mobile …

Marketers are increasingly relying on covert advertising tactics to persuade consumers. This
empirical study selected the context of an emerging market to examine the effectiveness of …