Many guiding articles on literature reviews exist, but few have delivered an authoritative
protocol that researchers can rely upon with clarity and confidence. To commemorate the …

We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot
marketing efforts (CMEs) in the establishment of relationships between brands and their …

Technological innovations are creating new products, services, and markets that satisfy
enduring consumer needs. These technological innovations create value for consumers and …

Purpose The surging entrance of new mobile payment merchants into the growing market
has prompted the need for an in-depth understanding of loyalty formation to retain …

The aim of this research was to empirical examine the influence of brand trust, perceived
value on brand preference, and purchase intention for branded phones. The samples were …

This research aimed to identify structural associations among image, satisfaction, trust,
lovemarks (love and respect for a particular brand) and brand loyalty for name-brand coffee …

Purpose Based on the stimulus–organism–response (SOR) model, the aim of this study is to
explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

Despite the hype surrounding Artificial Intelligence (AI), the potential of AI in customer
relationship management (CRM) remains underexplored in academia. A between-subjects …