Purpose The purpose of this paper is to systematically review and analyse extant marketing
literature on consumer confusion to propose an integrated conceptual framework and …

Intercultural service encounters, in which customers and service employees from different
cultures interact, are becoming more common in the market. Despite the importance of such …

Although ensuring food safety is still an urgent social issue in China, ethical consumption
practices are relatively new, and ethical food is not widely consumed. Chinese consumers …

Owing to the importance of understanding consumer confusion in the complexities of
healthcare decision-making and choice, this study aims to conceptualize the patient …

This study explored, in detail, a comprehensively integrated framework for understanding
the process of three types of consumer confusion (similarity, overload, and ambiguity …

In diesem Beitrag wird auf der Basis vertriebsstrategischer Grundsatzentscheidungen in
Kombination mit Erfolgsfaktoren aus dem E-Business mit Digital Sales Excellence ein …

Live-streaming e-commerce has become a significant technique for businesses to perform
marketing operations because to the rapid development of social emerging media …

Purpose Consumer confusion is an emerging phenomenon of interest that significantly
drives choice behaviour. Considering the dearth of scholarly focus on confusion faced by …

The aim of the study is to estimate the interaction and quadratic relationships between
dimensions by estimating a model for the confusion dimensions that affect hotel brand …

The adoption of new technology represents a critical issue that firms need to confront when
an improved product version is introduced to customers. Although prior research has …