Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve as
the foundation for new value propositions and distinctive customer experiences. AI is crucial …

Purpose Authenticity has become increasingly dominant in business practices, particularly
in branding and corporate social responsibility (CSR) activities, as consumers want it in all …

Green innovation performance deals with the strengthening of the organizations for their
competence in enhancement of their green image. Current research examines the role of …

Social media marketing has become one of the most significant growth paths for many
businesses in today's world. However, many companies are still unclear about using social …

While the customer-to-manufacturer (C2M) business model has received increasing
attention as a new business model for e-commerce and retail industry, little is still known …

Purpose The aim of this study is to examine the role of relational benefits and brand
experience measurements on willingness to pay more (WPM), effects of word of mouth …

The current study of Augmented Reality technology aims to understand consumers'
behavioural aspects toward tourism destination intentions in the current situation of a …

Purpose The study aims to investigate the impact of perceived brand localness (PBL) and
perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes …

Purpose This study examined the effects of perceived brand localness (PBL) and perceived
brand globalness (PBG) on consumer behavioral intentions (CBIs)(PI–purchase intentions …