Purpose–In today's marketplace, successful branding requires building strong bonds with
the consumers, by creating favorable, strong and unique brand associations in consumer …

Purpose Brand managers frequently use well-known celebrities to position their brands and
capture consumers' attention to improve the brand's market share. The attachment of a …

Purpose–The purpose of this paper is to establish and test the role of religiosity, ethnicity,
individual basic values, and consumer innovativeness in influencing consumer acceptance …

The speed of new product adoption and of risk tolerance are important features of the
consumer innovativeness. This study aims to examine the demographic factors of …

Consumer innovativeness is an important driver of economic progress and a country's
position in global competition. This study aims to examine the moderating effect of …

Racial discrimination in the sharing economy is a topic drawing increasing attention. The
short-term rental company Airbnb implemented several initiatives aiming to limit …

The purpose of this study is to explore the factors affecting purchase intention of smartphone
in Chinese university students. We have identified five independent variables that affecting …

The speed of new product adoption and of risk tolerance are important features of the
consumer innovativeness. This study aims to examine the demographic factors of …

The purpose of this study is to explor e the factors affecting purchase intent ion of
smartphone in Chinese consum ers. Researchers have identified five independent variables …

Purpose–he purpose of this paper is to investigate and understand how niche fashion
startups brand toward Millennials. Millennials, also known as Generation Y, are becoming …