This study attempted to merge two theories, which included the norm activation model
(NAM) and the theory of planned behavior (TPB), in order to explain eco-friendly behavioral …

Purpose The purpose of this paper is to understand investment intention of prospective
individual investors in a developing country (ie India) by using the “Theory of Planned …

Pro-environmental behaviour (PEB) helps individuals to minimize the negative effects of
their actions on the environment; for example, by recycling and reducing energy …

People so readily generalize that they often 'know'in advance what they are going to like and
what they are going to dislike. They develop assumptions and expectations, which in part …

Consumers are increasingly concerned about the negative environmental implications of
purchasing goods, which in turn shape their behaviour. Yet, there are indications that …

Purpose–The purpose of this paper is to examine the impact of celebrity endorser credibility
on consumer self-brand connection and endorsed brand equity. A conceptual model is …

As smartphones are being replaced at an increasing rate, it becomes more and more
important to find ways to reuse (parts of) existing phones. This research investigates the …

Purpose The present study examines the linkage between financial literacy and financial
fragility during COVID-19. It further examines if financial literacy has a differential impact on …

How exciting it is to publish the tenth volume of the Marketing Scales Handbook series! I did
not imagine when I began working on the first volume that I would still be immersed in the …

Tour guides are very important for elderly tourists, but very few studies have focused on their
roles in the senior tourism market. Thus, this study proposed that senior tourists' perceptions …