Entrepreneurship is one of the business forces with the greatest power to transform today's
society, due to its ability to discover and take advantage of new opportunities to satisfy …

Brands are transforming with the acceptance, adoption, and use of artificial intelligence (AI)
technologies. AI builds dynamic consumer-brand relationships that help build sustainable …

Considering the increased interest in the role that a brand's social media marketing activities
(SMMA) play in providing better experiences, the current study examines associations …

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 study aims to examine the relationship between sellers' ethical behaviour and
customer loyalty. The mediating effect of trust and satisfaction in the relationship between …

Technology and non-technology factors in OFD service contribute to attitude development
and behavioral intentions even when the core service (food) is not undertaken by the service …

Purpose Satisfaction and loyalty as vital and strategic concepts in the marketing literature
are highly important to companies and marketers. The review of the existing literature …

Purpose The purpose of this study was to examine the impacts of consumers' motivations (ie
remuneration, social, and empowerment) on online purchase intentions mediated through …

Purpose This paper aims to test the effects of brand experience and brand love on brand
loyalty and willingness to pay a premium price in streaming television services …

Purpose Drawing on consumer brand relationship theory, this study aims to investigate
online brand engagement, brand trust and consumer brand identification as antecedents of …