Although businesses strive to create extraordinary customer experiences, it is the ordinary
experiences that form the backbone of customers' lives and hold the greatest potential for …

Purpose The purpose of this paper is twofold: first, to examine the differential effect of two
cognitive (ie product experience, outcome focussed) and two emotional experiences (ie …

Purpose Corporate social responsibility (CSR) is increasingly considered a central tenant of
marketing strategy and a source of competitive advantage within the retail sector. As such, it …

Purpose The purpose of this paper is to propose future directions for research into stories
and metaphors as concise communication tools that are particularly salient for the fast pace …

The aim of this study was to examine the impact of customers' perceived location quality of
retail stores on the perceived quality of the servicescape. Therefore, this study examined to …

This study aims to explore the impact of Brand Equation on E-Word of Mouth E-commerce in
Indonesia. In addition, brand love was studied as a mediator of Brand Equity and E-Word of …

Motivation: Creating competitive advantage is based on the company's ability to create value
for the customer. The key factor that allows to create product or service which are compatible …

Purpose: The objectives of the study are to examine the customer choice of preference
among the various marketing strategies (Social Media, MMS/SMS, advertisement through …

Electronic Commerce (e-commerce) has transformed the retail environment and has
become an ever increasingly important channel of the global economy. Within this, fashion …

Purpose The purpose of this paper is to examine the current state of the management of
traditional retail markets (TRM) in the UK. TRM are indoor and outdoor markets located in …