The study aims to summarise and classify the existing research and to better understand the
past, present, and the future state of the theory of customer experience. The main objectives …

In the context of a global obesity epidemic that has led to an unprecedented burden of non‐
communicable disease, the role of food and beverage marketing to children has been …

Penelitian ini dilakukan bertujuan untuk memperlihatkan pengaruh brand ambassador dan
brand image terhadap minat beli dan dampaknya terhadap keputusan pembelian …

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 …

Purpose Although previous research emphasized the importance of inspiration in
influencing consumer behavior, there is no categorical response to how social-media …

Purpose–This study aims to examine the effects of three self‐congruity constructs: the
brand's personality congruity (BPC), the brand's user imagery congruity and the brand's …

The purpose behind the development of this research article is to assess the impact of sales
promotions benefits on consumer perceived value and examine the moderating effect of …

The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …

Mobile phone applications (“apps”) have generated substantial interest among marketers,
primarily because of their high level of user engagement and the positive impact this …

Semakin maraknya endorsement terhadap Selebriti terutama di bidang pemasaran ini
mengakibatkan perusahaan logistik di indonesia melakukan endorsement sebagai daya …